Che Victor

A local-market identity

Client

Che Victor

Year

2025

What we did

Typefaces

Baste B
Recoleta
Nowina
Futura Passata
CA Kometo
Poppins

Credits

Fotografía: Alba Lajarín
Web: Kiko Peláez

Che Victor came to us with a single product and a powerful mix of origins. Instead of hiding that mix, we decided to make it the point.

A Dutchman living in Catalonia decides to open a restaurant selling Argentinian empanadas. So far, pretty normal. Or not.

The opportunity was to embrace the strangeness of the project. Not to hide the fact that the client was Dutch. Not to force a fake Argentinian authenticity. Not to erase the Catalan context. And, above all, not to treat Victor as a cute anecdote, but as the narrative engine of the brand.

Nothing

greasy

Mark Obdam

Victor’s unpaid intern

"The project Che Victor has been a great rollercoaster from the start. I remember that when we started, you asked me all sort of questions which i thought were not relevant for my business, but you were building a strong and solid brand identity that I am extremely proud off. Pau is very honest, punctual , intelligent and trustworthy. All off that together makes it a fiesta for me to work together with After. I am sure we will achieve a lot more greatness in the near future.”

Victor went from being “the dog behind the name” to becoming the character that brings the whole brand world together. A dog that interacts with empanadas in every possible way: chasing them, hugging them, smelling them, protecting them, stealing them, or simply appearing where you least expect him.

We developed a direct, honest tone of voice with a dry sense of humour. A way of speaking that doesn’t try to win you over with gastronomic solemnity, but with a far more memorable truth: these empanadas are not 100% Argentinian, and that is precisely where the real story behind the project begins.