KOSHAS — A Interpretation of Northern Argentina’s Heritage

KOSHAS — A Contemporary Interpretation of Northern Argentina’s Cultural and Culinary Heritage

ABOUT

KOSHAS is a conceptual gastronomic brand inspired by the culinary traditions and cultural heritage of Northern Argentina. Developed as part of a Master’s program in Strategic Packaging Design at LABASAD, the project explores how branding and packaging can communicate the identity of a territory and celebrate its cultural diversity.

The concept takes inspiration from the Kolla people, an Indigenous Andean community with a significant historical presence in northwestern Argentina, particularly in Jujuy and Salta.

CONCEPT

The central idea behind KOSHAS was to create a contemporary gastronomic identity that connects food, culture, and territory.

The brand’s name references the Kolla people through a reinterpretation of the word, replacing the double “L” with “SH” as a nod to a characteristic pronunciation in Rioplatense Spanish.

Rather than approaching regional heritage as a purely decorative reference, the project explores how cultural identity can become the foundation of a meaningful brand narrative.

The challenge was to translate this concept into a visual language that feels contemporary while maintaining a connection to the cultural inspiration behind the project.

SOLUTION

Zialon Estudio developed the brand identity and packaging as interconnected elements of a cohesive visual system.

The design approach focuses on creating a recognizable graphic language that brings the brand’s cultural narrative into its packaging and visual communications. Through typography, composition, and the integration of graphic elements, the packaging becomes an extension of the brand’s identity rather than a separate visual application.

The packaging was conceived as a communication tool, connecting the gastronomic concept with its cultural references and creating a consistent visual experience across different brand touchpoints.

RESULT

The result is a conceptual brand and packaging system that presents Northern Argentina’s gastronomic heritage through a contemporary design perspective.

KOSHAS demonstrates how packaging can extend beyond its functional purpose to communicate stories, cultural references, and a sense of place.

Through the integration of branding and packaging, the project proposes a visual experience that celebrates regional identity while exploring new ways of connecting tradition with contemporary design.