Havanna Stores

Strategic Narrative. I created the brand claim: "Sweet as life, salty as the sea." This narrative redefined Havanna’s identity, aligning its coastal heritage with a modern visual language. Beyond the redesign of stores communications, the concept served as a roadmap for product innovation, scaling a local icon into a premium global brand.

creative direction

"Where Heritage Meets Sensation."

We bridged the brand’s identity with the spirit of the Atlantic coast. Through the symbolic interplay of sea and salt, we tapped into Argentina’s collective memory to drive a nationwide strategy. This creative direction paved the way for product innovation, translating a cultural feeling into a tangible, sensory experience in every Havanna store.

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