Yatasto Bar Pizzeria

Yatasto opened its doors in the La Paternal neighborhood of Buenos Aires, Argentina, in 1953. In 2024, they approached Malcontenti Studio to undertake a brand renewal project—without losing their strong roots in Buenos Aires tradition, their passion as racehorse enthusiasts burreros which inspired their name and, of course, their love for the local barrio. We chose two very different display fonts, evoking the look and feel of old neighborhood pizza flyers, but interpreted with a modern, high-end twist.

Yatasto’s name traces back to a legendary Argentine thoroughbred born in 1948, widely regarded within the turf community as perhaps the greatest racehorse of its era. In 1951, it claimed Argentina’s Cuádruple Corona—winning the Gran Premio Carlos Pellegrini, Polla de Potrillos, Jockey Club, and Nacional—alongside several other prestigious races. The bond between Yatasto and the public was so deep that phrases like “parece Yatasto” became part of everyday Argentine expressions, praising extraordinary feats.

For the color palette, Malcontenti drew inspiration from the vibrant hues of jockey silks—known for their bold and dynamic combinations—and blended them with the striking red-and-white diagonal motif of Argentinos Juniors, the beloved La Paternal football club.