Designed by: Max Dunin, Austria.
In the fifth semester of my bachelor course we were tasked to use a given typeface and develop a product that suits the typeface and then design the packaging and advertising for the product. The type family that served as the basis for this project was “Amster Pro” Due to the Argentinian background, as well as the characteristic shapes of the typeface, I chose to create a product that honors its origin. The chunky letters of the “Negra” and “Super Negra” weights reminded me of small beef jerky bits. Since Argentinian grass-fed beef is regarded as one of the best meats in the world, the choice of product was clear. I wanted to create an elegant design for an Argentinian luxury beef jerky brand. Most available brands of beef jerky are not made from high-quality meat and are usually sold in cheap and overly colorful plastic pouches. The packaging design was intended to immediately be differentiable from the cheap brands by the laser engraved metal container and the elegant labels.