Morfy Alfajores
In 2024, an Argentinian who was new to NYC noticed that traditional alfajores were difficult to come by. So, he set out to make his own and Morfy Alfajores was born! We created all the branding and launched these delicious artisanal Argentinian cookies that are baked right here in Brooklyn. (Very long ago, I actually spent a semester abroad in Buenos Aires.)
We named Morfy for morfar, the Buenos Aires slang “to devour,” and developed an extraterrestrial mascot who acts as a sort of cultural ambassador. Strategically, we designed the brand to serve two audiences: Latinos who grew up with alfajores and Neoyorquinos who were hearing about them for the first time. That’s why our communications are in English and Spanish (and a veces Spanglish).
We built 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 utility lighter), and PR agency.
