Morfy Alfajores
Morfy Alfajores began because an Argentinian who recently moved to NYC, noticed a dearth of classic Buenos Aires-style alfajores in the city, especially outside of Latin American specialty stores. My art partner and I jumped at this opportunity to brand, launch, and introduce all Neoyorquinos to these artisanal Argentinian cookies that are baked fresh, right here in Brooklyn. (¡Che! in college I spent a semester in Argentina.)
Strategically, we designed the brand to serve two audiences: Latinos who grew up with alfajores and New Yorkers who are hearing about them for the first time. That’s why many of our communications are in both English and Spanish, with a little Spanglish.
We named Morfy Alfajores for the Buenos Aires slang morfar, “to eat” and developed an extraterrestrial mascot from Argentina who recently arrived in NYC and serves as a sort of cultural ambassador. Overall, the vibe is psychedelic, handcrafted, chill, and ingredient forward.
We were given lots of creative leeway to build this brand from the ground up, from naming and identity to packaging and photo shoots to social. Our biggest challenge? A shortage of cash, which forced us to get extra scrappy—sometimes playing the part of hand model, prop stylist (smoothing over chocolate with a lighter), and PR agency.
