EXTRA!

EXTRA! EXTRAORDINARY EXTRA is a collection of Argentine design objects that celebrate the absurd, the excessive, and the unexpected from an ironic, provocative, and playful perspective. From this premise, a meticulously designed brand identity was developed: from the logo and color palette to the graphic elements, Instagram, website, and even an animal-print robe, everything was carefully considered to shout EXTRA. Inspired by icons of Argentine culture such as bus graphics, red roses, and popular religiosity, the brand managed to be clear yet broad enough to generate pieces that are completely different from one another, but always recognizable. Its main event is a party on Avenida 9 de Julio, with the Obelisk as a backdrop, where the objects are paraded before an audience with a clear dress code: the more extravagant, the better. Giant balloons float in the sky, music plays, and the entire atmosphere becomes excessive, exaggerated, and completely EXTRA.