Tuco builds Libora’s Nordic-Argentine identity around Protipo alone

The Argentinian furniture firm Selema has launched a new product line, Libora, with branding designed by the design studio Tuco. Libora offers an avant-garde vision that explores design and decoration through a range of products from modern classics to Scandinavian furniture.

One of the core values of the company is its high quality support from its vendors and Libora’s ability to advise their customers. The brand and its implementation needed to reflect this, combined with the idea of bringing together a mixture of styles. Tuco worked on both graphic and strategic aspects to achieve this goal.

One fundamental choice was the typographic family that would carry all responsibility as the voice of the new brand — Protipo. From there the new graphic system was built and the branding expanded. According to them, Protipo was selected because it was able to transmit, “in a single type family all the concepts associated with the brand: simplicity, efficiency, detail, high readability, meaningfulness, and, above all, quality and graphic flexibility.”