Morfy Alfajores

From Argentina, which may as well be another planet, arrives a cookie that’s almost as passionate as its people. Just imagine a melt-in-your-mouth cookie sandwich with an out-of-this-world center of dulce de leche, all encased in milk chocolate.

Its name? The alfajor.

Traditionally, this sweet treat is shared over coffee during a late afternoon snack, or what Argentines refer to as Merienda. And since each batch is baked right here in Brooklyn, NY, you can merienda with Morfy Alfajores 24/7.

So, who’s Morfy? An extra-friendly extraterrestrial who came to New York City by way of Argentina. The alfajor is Morfy’s cookie! He’s obsessed and generously wants to get it in as many New Yorkers’s hands (and stomachs) as possible. In a certain light, Morfy could be considered a cultural ambassador, but in another, he’s just like everyone else who descends upon this city with a dream.

Logo

Packaging & Branding

Say hello, or hola, to Morfy, a one-of-a-kind brand that’s as playful and tasty as the cookie sandwich it represents. The branding and design weave a fun, seamless connection between English and Spanish, creating a delicious blend of cultures. Bold colors and graphics, combined with a bubbly far out font, and some cheeky storytelling, show how Morfy is all about embracing the joy of eating, and bringing a taste of Argentina to NYC.

The cookie

Imagine biting into a cookie sandwich that’s soft, sweet, and oh-so-delicious, with a rich dulce de leche filling, all dipped in smooth chocolate.

We set out to showcase the alfajor and its signature ingredients in all aspects of the Morfy branding, from the packaging, to the photography, to the storytelling. It was especially important to clearly show the cookies and ingredients because they aren’t as well known in NYC.

Here you can see the signature layer of decadent dulce de leche.

Made in NYC

Morfy’s origin story is as fun as the treat itself. Picture this: Morfy, the extraterrestrial, hailing from the vibrant land of Argentina, has landed with a mission—to share his beloved alfajores with NYC.

With every bite, we wanted to bring that bold, passionate spirit of Argentina straight to the mouths of New Yorkers. While Morfy’s alfajores are deeply rooted in Argentine tradition, every batch is crafted right here in NYC by an Argentinian, ensuring you get that authentic experience.

My role: art direction, packaging, naming, branding, logo design, illustration, photo direction, social media, storytelling

Copywriting: Marissa Dubin
Photography: Curtis Gallon & Lucia Liss