Visual Identity System

The development of Kappa Argentina's identity started from a constraint: with limited budget for photographic production, the visual construction had to be sustained by design itself. The work began with research into the brand's historical archive and its behavior across different markets, in order to identify which resources could build a local identity without losing its sense of belonging to Kappa as a global brand.

From that process came a defining decision: the square as a constitutive element — generating textures, masks, and a marked grid that brings a minimalist, modern character —, Helvetica (the brand's typeface) adjusted to create different moods, and red 255 as a constant alongside black and white. On this simple foundation, specific campaigns were developed, along with key visuals for agencies, animations, and executions across retail, e-commerce, and merchandising.

The result is a system limited in its resources but flexible in its application, able to move across both branding pieces and performance-driven formats, sustaining brand coherence in both registers.