New Logo and Packaging for Paty by Madre Buenos Aires

First produced in 1960, Paty is a range of frozen, ready-to-cook hamburger patties available in various cuts and is the leading brand in the category in Argentina. In November, Paty introduced a new identity and packaging designed by Madre Buenos Aires. Argentina has long been regarded as the world beef capital. Along with football and tango, a juicy steak completes the holy trio of Argentine guidebook clichés. But in recent years, something changed. What was initially dismissed as a passing fad, turned into something a lot more serious. Century-old barbecue houses started shutting down and were replaced by trendy restaurants serving tiny portions of mod-food in big white plates. Argentine beef was losing its place of privilege.This was the background when Paty, a historic brand of burgers