Chimichurri to the People

Chimichurri to the People seeks to revalue one of Argentina’s most iconic culinary products through design and cultural storytelling.

Built around a visual and conceptual narrative that connects territory, landscape, and tradition, the project transforms chimichurri into a vehicle for telling the story of Argentina’s diversity. More than a condiment, it becomes a symbol of place, heritage, and collective identity.

CTTP aims to inform, educate, and build community around Argentine food culture, bringing the product to new audiences around the world and positioning it as a living expression of the country’s gastronomic heritage.

At Que Cálido Studio, the challenge was to turn a popular everyday product into a pop icon: a bold yellow can designed to stand out, spark curiosity, and celebrate chimichurri as a cultural emblem of Argentina.