Masticar/ - 1stAveDesign

Masticar

Mar y Sierra

Masticar is the one and only Argentine gourmet fair entirely organized by local Chefs. It’s the most important gastronomic festival that gathers producers from all around the country in its market, along with the most prestigious restaurants and chefs, 40 food stalls, free cooking lessons and lectures, wine and beer tunnels.

During 7 years, We had the pleasure of developing the overall design of the fair. Under the slogan «Comer rico hace bien», the visual identity was designed based completely on the use of hand drawn letters and illustrations. All this followed by a unique custom typeface for the festival, among other pieces that accompanied the whole graphic system.

The development of Masticar’s Mar y Sierra (Sea and hill) ID was very special, as it took place in the beautiful coastal city of Mar del Plata, in Buenos Aires. Relating to the city’s culture and its fishing practices, we completely changed Masticar’s message, trying to highlight different aspects of the people’s habits with big-impact central illustrations.