Alfajores Sierras de Minas

Design: Mayra Bouso
Location: Spain
Project Type: Student Project
School: ELISAVA
Course: Master in Packaging Design
Tutor: Eva Minguella
Packaging Contents: Pastry sweet, sandwich biscuit
Packaging Substrate / Materials: Paper, sticker

Sierras de Minas sandwich biscuit (alfajores in spanish) are a traditional Uruguayan product, which origin dates back to 1950 when Conrado Caceres Cedrés made the first sandwich biscuit of Uruguay in a traditional way. This product stands out to this day for its artisanal character, family tradition, unique formula and excellent quality.

This project is based on the redesign of the branding and packaging from the point of view of the original idea of its creator, taking into account the essential aspects that identify it. For this, the characteristic Serranita (that’s what the women of the region of origin are called) and its color palette are maintained.

A new brand construction is carried out so that to transmit solidity and make it memorable. Therefore, different levels of information are hierarchized. The new packaging design seeks to give it a more gourmet look to reflect the quality of the product and its artisanal condition.

What’s Unique?
This design is unique because without losing its former essence, a change is made but it preserves its main qualities through a graphic with character and personality; just as the product itself. The grounds are also set to develop an entire range of products in the future through the generation of a code.