Tuki branding by Johanna Szpetun celebrates Argentine culture through a bakery identity system. Light blue and white packaging, hand-drawn illustrations, and football-inspired design create warmth for an Australian market. 

The foundation is simple. A logo that echoes the soft bulge of a medialuna — the pastry the bakery centers on. Not a literal picture, but a letter form that inherits the shape, keeping the mark legible at any scale. The color story comes straight from Argentina's football jersey: light blue and white stripes. This isn't nostalgia; it's belonging. The packaging stacks these stripes cleanly, white grounds holding typography that stays warm without gesture.

Tuki Branding Brings Argentine Identity to Pastry Packaging

An illustration system extends the concept. A hand holding a medialuna, drawn from the "OK" sign — Tuki in Argentine slang means done, perfect, all good. This appears across social templates and packaging, building personality without decoration. The brand system proves tight across touchpoints: stationery, product boxes, digital. Johanna Szpetun manages the work with restraint, letting color and shape carry the story instead of pattern or texture. The branding works because it doesn't try to explain Argentina. It borrows one gesture (the football), one shape (the pastry), one word (the slang), and trusts that community recognizes itself in those choices. That's the warmth the brief asked for — not in the palette alone, but in the assumption that the audience already knows what home tastes like.

For more information check out https://www.tukibakery.com/

Tuki bakery branding with packaging and lifestyle photography showing Argentine football-inspired blue and white striped design

Tuki branding system overview showing logo, packaging, and design elements

Tuki social media campaign with hand illustration holding medialuna

Detailed view of Tuki packaging showing fine typography and branding

Tuki brand applications showing consistency across packaging and social templates