IAG
Mixing method and intuition

The IAG, led by Ariel Rodriguez Palacios, is more than just a cooking school — it embodies the essence of culinary art culture through its educational mission, being both a symbol of fine cooking tradition and professional Argentinean gastronomy. We were in charge of rethinking the brand, including brand elements, positioning, and strategy.

Client: IAG
Year: 2019
Country: Argentina
Sector: Education

Strategy
Positioning
Brand Architecture
Branding
Visual Identity
Illustrations
Brand Guidelines

The Challenge

To provide the institute with a solid strategy and brand positioning that conveys its years of leadership in the Argentinean gastronomy segment. The visual identity elements also needed to be refreshed to incorporate new media, cultures, and functionalities required in the current market.

What we did

We worked closely with the institute's community in order to establish the scope for the brand’s redesign. Through a set of workshops and didactic questionnaires, we tested the recognizability of the existing brand  —  detecting the elements that people remembered most to guide the changes. After months of evaluation, we delivered a new strategy and brand positioning to represent a closer and warmer relationship amongst students and staff — as well as an offering ranging from short courses to careers and master degrees.

We created an entirely new brand symbol that conveys — functionality and extreme simplicity. The final visual brand system includes expressive illustrations, new font styles, and a more comprehensive color palette to represent the different sectors of the renewed brand architecture. As the project came to a close, comprehensive brand guidelines were delivered in order to bring cohesion and stability to future brand applications.