LIVING THE MEAT
Argentine photographer Eduardo Torres specializes in gastronomic photography and has portrayed the intimacy of the most important chefs for publishers such as Planeta or Penguin Random House. “Carniceros de oficio” (Butchers) is an accurate photographic, journalistic and documentary work that reveals the complex and fascinating butcher work, through the portrait of emblematic butchers of Buenos Aires city.
Our challenge was to visually articulate the 300 pages of a publication that combines moving stories, extravagant beef cuts and recipes by chefs such as Mauro Colagreco, Francis Mallmann and Germán Martitegui.
#1 BEST IN THE WORLD
Awarded in Macao with the “Best in the world professional cookbook” award, our book “Carniceros de oficio” represented Argentina and won the first prize of the Gourmand World Cookbook Awards that reward each year the best cookbooks in the world. Known as the “Oscar of gastronomic publishing”, this renowned event founded by Edouard Cointreau, brings together thousands of gastronomic books from all over the planet every year.
“Nothing better than being a friend of the neighbourhood butcher to get the best information on cuts of meat.”
Tholön + Carniceros de oficio
The objective of the project focused on transmitting, through the daily stories of anonymous butchers and renowned chefs, the team's passions, the enhancement of ancient crafts and the love of cooking, invite us to rethink the role that meat plays in Argentine gastronomy and culture.
At a time when access to information has reached its peak of expansion and marketing determines the limit of its attractiveness, it is the stories that attract and captivate us. We believe in storytelling applied to the world of communication, because it represents brand values generating connections and emotions in the receiver, it's suitable for creating bonds, reflecting and influencing the behavior of audiences.