FIGLIO

BRAND CONCEPT  Figlio had been Tandil's most beloved ice cream shop for more than 20 years. Great product, warm service, loyal crowd. But the brand didn't reflect any of that, and the owner's vision was huge: to make Figlio the reason people travel to a mid-province Argentine city.
To become a classic.
Foguel Studio took first on the full project, building a space concept around the reinterpretation of Roman references — stone, marble, bronze, monumentality,  tracing back to the Italian origins of the founding family. After two years of invisible process, she called in Ufficio to develop the brand identity within that world.
Our starting point was material: stone inscriptions from Roman ruins and chiseled letters. Everything visual followed from there. The font Louize Display was selected the primary typeface evoking these letterforms, and the logotype included a columnar F to simbolize the original architecture element. All type compositions were built in block referencing the logic of Roman lapidary. Italian as the language of the system, terms chosen to be felt and understood locally without translation.
Once the visual system had its own coherence, the verbal concept closed it: Impero del Dolce. A place where all gelato myths can coexist and tell stories. A coin was developed as a complementary symbol — the Figlio F on one side, an illustration of the Collosu’s profile (an sculpture developed by Foguel for the space) on the other. Copy written as historical inscription.
The scope covered the full identity: logotype and graphic system, interior and exterior signage, wayfinding, marble and bronze interventions, complete packaging (gelato cups, bonbon boxes, macarons, chocolates, napkins) menus, tote bags, name tags, flavor naming, and product photography production.
A brand with its own mythology.