Insieme

Jun 22

Written By Annette Prapasiri

Unidad! (We are one) / A Seamless whole

Havanna

CAFÉ
BUENOS AIRES, ARGENTINA

CREATIVE DIRECTOR: DIEGO GARAY, ARGENTINA/USA

PROJECT DESIGNER: AYUMI DATE, ARGENTINA/USA

COLORS AND MATERIALS: AYUMI DATE, USA

FURNISHINGS: AYUMI DATE, USA

GRAPHIC DESIGNER: DEREK HUDSPITH, UK/USA

COMMISSIONED ARTIST: MARTIN JARRIE, FRANCE

共

Tomo

Havanna, Argentina’s leading confectioner and the country’s fourth most recognized brand, needed to strengthen its market presence. They hired Point Design to develop a new packaging system based on strong identity elements to fully tie together and become a rationale for the product line. This project became an example of a truly collaborative, multicultural team.

This project was an international collaboration. We commissioned a French artist to design a mural as well as a Clio award-winning graphic designer from Great Britain to round out our team. Even though we were a multilingual creative team (speaking English, Spanish, Japanese and French), we spoke the same language of design, achieving a cohesive packaging and positioning resolution.

Insieme, in Italian, means together. We embrace, celebrating life in communal experiences. We create teams where everyone is honored and appreciated, whether young or old, wise or innocent, single or married, with children or without. A good team “authentically brings traditionally excluded individuals and/or groups into processes, activities, and decision/policy making in a way that shares power.” This creative team was multicultural, multilingual, multitalented and multidisciplined.