Using some of the biggest national icons as inspiration, including Che, Evita and mate, contemporary Argentine designers revel in their country’s unique identity. But this wasn’t always the case.
As a consequence of a need to reinvent itself after the economic crisis of 2001, Argentine design experienced a revival, and it has been enjoying a strong creative resurgence ever since.
We present to you the flowering talent of some of the country’s top designers, and talk to one company, Nobrand, about their struggle to rediscover Argentine design identity.
Big name: Nobrand
It may be undefined by name, but Nobrand’s creators Hernán Berdichevsky and Gustavo Stecher have most definitely developed an iconic character for their company.
The Nobrand range includes t-shirts, mates, notebooks, novelty items and even modern furniture. Each individual product is graced with a bold design from one of 75 different icons created by the team, whether it be a big cow print, a Borges portrait or a tango symbol. These icons were inspired by the culture, history and politics that have shaped Argentina.
The Struggle
Berdichevsky, who describes himself as the ‘father of the creation’ explained that the birth of Nobrand was one of his proudest moments, but at the same time it was by no means an easy project to formulate.
In 1995 work began based on the idea of promoting Argentine identity, but the project took longer than initially forecast. Then, in 2001, progress ground to a halt altogether when the economic crisis left Argentina chaotic and vulnerable.
“Everyone lost hope. People’s dreams were shattered,” recounts Berdichevsky. “I was 35 at the time of the crisis, and it was not a good place to be.”
However, their solid partnership, and what Berdichevsky describes as, ‘perseverance to find an inner peace in a place which was so unstable’, meant that work continued. “We saw the crisis as a good opportunity to introduce people to a brand new image of Argentina,” explains Stecher. “We wanted to give something positive to represent the generation at the time of this economic downfall.”
Idarg
Finally, from the dark clouds came a silver lining in the form of Idarg (Identity of Argentina), a book containing 75 iconic images. “Idarg acts as the key to defining to the rest of the world what it is to be Argentine,” says Berdichevsky. “It tries to get others to respect and fully understand significant moments that have occurred throughout history.”
All the icons, from Evita to the empanada are drawn in a simple, cartoonist style and are accompanied by a brief text explaining their importance as Argentine symbols. Two poetic writings, ‘To Be’ by Norberto Chaves, and ‘Argentina: People, Nation, Myths’ by Lucas Moscato, open and close the book with powerful reflections on the national Identity.
“Of course, I love them all,” says Berdichevsky of the icons, “but one of my favourites is the teardrop which appears on many of our images. It represents the emotion attached to all things Argentine.”
“For me it has to be Che Guevara,” Stecher adds, “because his is a third generation icon. He became an icon himself, and then we took his iconographic photo which is recognized world wide, and finally we made our version, an icon from the icon of an icon. Perhaps the most difficult but satisfying to create.”
The Company
In addition to their book, the team had big plans for their design collective, and created Nobrand as it stands today – a successful retail business with products sold throughout Buenos Aires.
When asked about the ironic title choice, Berdichevsky replied, “the name Nobrand was chosen to suggest there is not one logo or brand, but rather a selection of individual icons, which each uniquely represent themselves, and collectively, Argentina.”
“We’re not a brand, we’re an identity project, designed to alleviate any negative stereotypes of Argentina,” stressed Stecher. “It’s not just the next Nike, or Reebok, it’s more ethical with a purpose to change the paradigms of branding.” explains Berdichevsky.
When asked whether Naomi Klein’s’ ‘No logo’, a report about global resistance to huge brands and multinational corporations, had any part to play in creating the company name, Berdichevsky responded, “The book is incredible! Both Gustavo and I were influenced by her writings, and even tried to meet her whilst she was here in Argentina.”
Success
Rising from financial downfall to economic success, the Nobrand range has spread further than just Argentina. It has become immensely popular in Latin America with many products sold in Columbia, Venezuela, Chile and Uruguay. Berdichevsky comments, “We are glad to have built a relationship with our neighbours, it’s a step closer to changing the world’s view of Argentina.”
In fact the identity project is ever so close to becoming renowned beyond Latin America. Already Nobrand has featured in Taschen’s ‘Logo Design’, a book published by German graphic designers on how to create a successful logo. Nobrand is used as an example amongst 12 case studies which include other big names such as Mini. Also earlier this year Idarg was presented at the Manhattan book exhibition in New York.
“We are glad people enjoy our work and are very happy with the success,” says Stecher. “We have come this far because we both trust each other fully. Through a great partnership and idea, we wish to change the view of Argentina.”
Nobrand has a store on Gorriti 5876 in Palermo. For more information, visit www.nobrand.com.ar
Nobrand is not the only company jumping on the iconic design bandwagon, and here are three other labels worth checking out…
Furia: Phenomenal Fashion Frenzy
Furia’s endless creation of inventive designs has launched them to success on a global level. “Furia is the design behind some of the biggest corporate labels and also small trendy boutiques,” says Guillermo Tragant, 35, designer, artist, founder and president of the company.
Designs created by Furia flourish with modern colours and original taste, targeted primarily for the young and fashionable consumer. “The work is simply influenced by fun”, says Tragant. Through observing the world and utilising any element that seems interesting, Their design ethos is to enjoy creating whatever you want to.
Some of the big names that Furia have worked with include Nike, for whom they created the 2007 10k run advertising campaign, and Levis, with whom they collaborated to create a line called ‘Levis by Furia’. Colombian sensation Shakira is also seen wearing the brand.
Furia has created interest in Argentine talent across Latin America, with its products, including customised hats, bags, jeans, and a neon range of t-shirts, being available from Brazil to Mexico. Their table wear is also available at Malba, the prestigious Fine Art museum in Buenos Aires.
Furia, Circle Red, El Salvador 4714, Palermo. For more information, visit www.furiaworld.com
VacaValiente: Creative Homage to the Cow
VacaValiente prides itself on the exclusive designs of leather products. Paying homage to the cow, the icon of Argentine cuisine, VacaValiente tries to stretch the concept of cattle beyond the dinner plate. The cow, for VacaValiente, signifies ‘an animal that lives without fear and haste’, something that they try to promote through their products.
Established in 2006 by Pedro Ressig, the initial concepts for this design range sprang from the crisis of 2001. Unusual uses for leather were being tested in labs, in order to get the most economical use out of the material. Now, eight years later without fear or haste, VacaValiente has indeed achieved great success with products sold in over 25 different countries.
The Valiente collection consists of sets of objects designed to be used as creative stationary items. ‘Amigos’, the latest, includes novelty animal figurines such as the leather monkey, piggy, bunny and dog. From a pen holder to a paper weight, the real point behind these products is to add happiness and positive emotions to everyday activities such as working or studying, which can sometimes be stressful. “It’s just a happy amigo to have by your side” says Natalia Davis on behalf on Vacavaliente.
The ‘Origami’ line uses the traditional Chinese art, only this time using leather to make swans and boats. Another, ‘Playing’, seeks to invite all to participate. The leather dolls, grass balls and other abstract objects serve no other purpose than fun and game play.
VacaValiente products are sold at various sites around Buenos Aires, visit www.vacavaliente.com for more information.
CalmaChicha: Absolutely everything Argentine
Thermoses, cushions, clothes, mates, ashtrays, toys, tambourines, wind up dolls and beanbags are a mere few items on the list of goodies available in Calmachicha’s warehouse-like space.
The Patagonian penguin jugs are one of the most popular items with customers, however with such an extensive range to choose from you’re guaranteed to have more than one favourite.
Each item is very traditional in nature but comes with a contemporary touch and bright colours to add a fresh glow to the design. A remake of the Argentine classic BKF chair of 1938 is also on sale in store, available in a variety of colours and cow skin patterns acting as the perfect piece of furniture for the traditional argentine house.
A final touch is the gigantic sack given upon purchase as a carrier bag, mirroring Santa’s bag of presents, if not typically argentine perhaps, it does most definitely add to the store’s unique trademark.
CalmaChicha, Honduras 4909, Palermo. For more information, visit www.calmachicha.com
