First, a good empanada (traditional stuffed pastry) comes from an enormous desire to please another. The value of this experience, of making and receiving, lives on, which is why empanadas have been revived and reimagined over the centuries. This is what chef Paola Carosella and Benny Goldenberg have done at La Guapa, a laidback eaterie where they sell empanadas and other delights designed for pleasure.
In this project, we designed the brand to support interpretation of the name, using the outline to project simplicity and a down-to-earth feel. We took the same approach to develop La Guapa’s visual identity, iconography, menus and packaging.