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