This project was designed for a market in Argentina.

The chosen product: chimichurri, a staple on Argentine tables.

• The key to the process was analyzing competing products, which revealed that the market for single-serve portions was still largely untapped.

I wanted to create a striking concept: hence the use of bold colors and the integration of a gaucho hat on the ampersand — a direct reference to Argentine culture, the local equivalent of the cowboy.