Ufficio Studio
Ufficio Studio

TUPÉ

BUENOS AIRES, ARG 2024

BRAND & CONCEPT

We worked on the relaunch of Carla Di Sí’s original eyewear brand. After 20 years, she brought Tupé back as the side B of her main line — a space for bold, disruptive, limited-edition frames. In Argentine slang, tener tupé means having the nerve to do exactly what you feel like — unapologetically. We embraced that spirit and pushed the brand system to the edge of authenticity.

Starting with a logo update and full redesign, we drew from the behind-the-scenes of eyewear making — revealing the process, embracing what’s usually hidden. The palette is anchored in a cool, translucent grey: subtle, rebellious, quietly distinct. Silver accents echo across the system. The typeface recalls polishing beads, with diacritics shaped like lashes. Tracing paper, matte acetate, and scanned textures from in-progress frames add a retro-tech layer — grounding the identity in material honesty.

SCOPE OF WORK


CREATIVE DIRECTION
ART DIRECTION
BRANDING
GRAPHIC DESIGN

 

TEAM

Creative Direction Ufficio Studio
Graphic Design Crista Bernasconi, Sofia Noceti,
Project Manager Lucía Escobar W

Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio

TUPÉ

BUENOS AIRES, ARG 2024

BRAND & CONCEPT

We worked on the relaunch of Carla Di Sí’s original eyewear brand. After 20 years, she brought Tupé back as the side B of her main line — a space for bold, disruptive, limited-edition frames. In Argentine slang, tener tupé means having the nerve to do exactly what you feel like — unapologetically. We embraced that spirit and pushed the brand system to the edge of authenticity.

Starting with a logo update and full redesign, we drew from the behind-the-scenes of eyewear making — revealing the process, embracing what’s usually hidden. The palette is anchored in a cool, translucent grey: subtle, rebellious, quietly distinct. Silver accents echo across the system. The typeface recalls polishing beads, with diacritics shaped like lashes. Tracing paper, matte acetate, and scanned textures from in-progress frames add a retro-tech layer — grounding the identity in material honesty.

SCOPE OF WORK


CREATIVE DIRECTION
ART DIRECTION
BRANDING
GRAPHIC DESIGN

 

TEAM

Creative Direction Ufficio Studio
Graphic Design Crista Bernasconi, Sofia Noceti,
Project Manager Lucía Escobar W

Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio
Ufficio Studio