El Palenque — Brand Storytelling, Editorial Design & Guest Experience
El Palenque is a rural tourism project in Argentina that offers an immersive countryside experience — traditional asados, horseback rides, and peaceful stays surrounded by nature. Originally operating through Airbnb, the founders wanted to take the next step: transforming their hospitality into a complete, branded experience.
I collaborated closely with them to shape the concept and design its expression. My work included:
Strategic brand definition: helping articulate the full rural experience as a narrative
Content writing and structure for a printed magazine to communicate the brand’s essence
Validation and feedback loop with the clients to align tone, values, and storytelling
Editorial and layout design for the magazine, including visual hierarchy, photo curation, and sections
Design of custom shampoo packaging for guests — extending the brand into the tactile details of the stay, adding a thoughtful and curated touch to the experience
This was a 360° creative project — where branding, editorial design, and hospitality came together to build a meaningful, sensory-rich experience.
