A La Carta
A La Carta
A LA CARTA is an editorial platform designed to expand TOUS' cultural territory beyond its products. The project uses editorial design to translate the brand's values into compelling narratives, strengthening its relevance through culture rather than advertising.
The project is grounded in qualitative research exploring people's relationships with jewelry, memory, sentimental objects, and traditional crafts that are gradually disappearing in an increasingly digital and automated society. These insights were translated into a printed publication that combines journalism, fiction, interviews, photography, and illustration to explore themes connected to the brand's symbolic universe.
The first volume, The Pig and the Craft, draws a parallel between jewelry making and artisanal gastronomy to explore themes of time, legacy, excellence, and the transmission of knowledge. Conceived as a collectible series, the publication creates an expandable platform through which future volumes can continue to broaden the brand's cultural territory.
Contributions: Brand Strategy · Creative Direction · Editorial Concept & Production · Research · Storytelling
What if TOUS made a lateral move to create culture and expand its universe?
