Stellaria — brand identity for an artisanal chocolate brand

Stellaria is a fictional premium sweets brand developed for the Graphic Production course at Escuela Da Vinci (2026, instructor Inés Soledad Viqueira). The brief was to build a complete identity, from the first concept to a visual system that could hold up across packaging, photography and merchandise. The brand makes chocolates, preserves and alfajores, Argentina's classic sandwich cookie, and sits in the same space as local premium names like Havanna or Cachafaz.

Starting from somewhere else

Instead of starting from the product, I started from a world that has nothing to do with food: the cosmic and metaphysical imagery of tarot cards and Art Nouveau. The idea was to borrow that symbolic language (suns, moons, stars, arcana) and bring it down to something small and everyday, like a bite of an alfajor. A second root came in later, closer to home: the radiant sun of Andean tradition, which connects the cosmic idea to the earthly origin of the ingredients.

The name

Stellaria comes from the Latin stella (star) plus -aria (relating to). It's also the botanical name of the starworts, a family of plants whose flowers open into five points: a name that points to the sky and to something alive that grows from the ground.

Visual language

The logotype turns the "S" into a crescent moon holding a six-pointed star, and the "i" is crowned with a smaller moon. The "S" on its own works as the symbol. The palette is built around the four alfajor flavors, each with its own color, and a set of patterns (stars, the symbol, sun and moon) gives the system texture. A little elf in a wizard's hat presents each flavor in its own scene.

Packaging, photography and merch

Two wrapper systems: one where a shooting-star trail splits the wrapper between the star pattern and the flavor color, and one with an orbital frame inspired by tarot cards. The identity extends into a duotone photo series, a store mural concept and a line of T-shirts.

Scope: naming, logotype, packaging, photography, merch.