Don't cry for me - Hospitality

The Melon

Don’t Cry For Me – Argentine Gourmet On The Go

A new brand of Argentine empanadas ready to conquer the world. Our client came to us hungry for expansion, and we were hungry for a good challenge — so we rolled up our sleeves (and the dough).

We built a brand with international potential, positioning it as “Argentinian gourmet on the go”, combining fast, healthy, and delicious in every bite.

What We Cracked

The goal was clear: create a brand for Argentine empanadas with franchise potential and global appeal.

We started with the ingredients:

• Naming, manifesto, verbal universe, visual identity, and full branding: everything from the brand name, tone of voice, and story to logos, color palettes, typography, and all brand touchpoints — crafted to communicate Argentina’s culture and passion with a modern, scalable approach.
• Cultural inspiration: Maradona, Pope Francis, Evita, Cortázar — iconic symbols that resonate across generations.
• Collective imagination: a multi-generational, shared visual and emotional language.
• Universal language: “Full belly, happy heart.”

These elements were carefully blended, sifted, and poured into the strategic positioning, baked until perfectly crisp.

The result? A brand that delivers gourmet Argentine empanadas full of flavor, nostalgia, and memorable moments.

The Juice

Don’t Cry For Me is more than a fast-food brand — it’s a cultural, social, and culinary experience.

• Authentic: deeply rooted in Argentine identity, yet accessible globally.
• Gourmet fast food: healthy, delicious, and convenient — perfect for modern urban lifestyles.
• Franchise-ready: a flexible identity built to scale internationally.

Every visual, verbal, and brand touchpoint reinforces the Argentinian gourmet on the go promise.

The Flavor

Every empanada is a story: bold flavors, cultural references, and joyful moments.
From the packaging to the brand voice, every detail invites customers to taste Argentina anywhere in the world.

Don’t Cry For Me delivers a fast, healthy, and unforgettable gourmet experience, ready to expand its flavor footprint globally. Today, the brand already has three shops in Palma de Mallorca, bringing its Argentine gourmet on the go closer to more people every day.

‍

Cooked up at WANNA, our former studio.