A labor of love, minus the labor

The strategic premise of Milanesa Project was simple: take the hassle out of a beloved culinary tradition without losing the heart behind it. To achieve this, we engineered a visual language that acts as a bridge. It anchors the brand in the nostalgic comfort of an after-school meal in 1980s Montevideo, while elevating the aesthetic for a modern market that values high-quality craft and direct-to-door convenience. By leaning into a design system that is slightly rustic yet anchored by bold, modern art direction, the brand feels less like just a packaged good and more like a contemporary staple.

ROLE: CREATIVE DIRECTOR & DESIGNER