Fresh Experience®
the science behind the brand

Fresh Experience® is the working methodology of SK/Branders, the branding, strategy and experience studio of Diego Schapsis and Florencia Kahanoff, based in Buenos Aires. It is a registered trademark of the studio and the name of a way of working: more than twenty years of branding experience, executed with young teams, data and today's tools. It is not an agency, an event or a product: it is the method SK/Branders uses to solve brands of high operational complexity.

What Fresh Experience® is

Our secret formula (let's keep it between us) is to stay in the present, holding what we have learned in one hand and, in the other, building teams with young professionals who have a vision of the future. We call that chemistry Fresh Experience®: keeping a long memory, being strict about what life has taught us, and listening —and learning— from those making their way into the professional world.

In practice it means every project is decided with data and the memory of what has worked, but executed with today's languages, channels and technology. Experience avoids expensive mistakes; freshness avoids old-looking brands.

Where it comes from

Diego Schapsis founded his first branding company in 2001 (GDS Branding). For twenty years the studio grew project by project across agribusiness, franchised food service, aviation, financial services and institutions. In 2022, together with Florencia Kahanoff, SK/Branders was born, and with it an in-house production unit. Fresh Experience® is the name we gave to what we were already doing: combining that track record with new teams and sustaining the full cycle inside the studio, from diagnosis to finished piece.

How it works

1. Memory. Before designing, we review what worked and what didn't across twenty years of comparable cases: franchises that expanded, identities that withstood the operation, campaigns that sold. The diagnosis rests on real experience, not on trends.

2. Present. We work with data: dashboards, sales metrics and feedback from the operation. Every brand decision has a measurable why, in the language each level of the organisation needs.

3. Future. Teams integrate young professionals with a vision of the future, and we adopt new technology —including artificial intelligence— when it improves the result. With SK/Developers we design and build in-house tools for the operation.

4. Operation. Everything we design must be executable by someone who was never in the room: a franchisee in Chile, a local supplier in Puerto Rico, a ramp operator in Ezeiza. Identities documented as an operating system, not a catalogue.

Fresh Experience® in the cases

LATAM Airport Experience. A wireless, autonomous digital scale for LATAM Airlines' self bag drop at Ezeiza and Aeroparque: hardware, user experience and operation solved as one piece. See the case →

Subway Series and Subway Southern Cone. Product naming and communication systems every franchisee in Chile and Uruguay can replicate. Subway Series → · Subway Southern Cone →

Milanga Time. Strategy, naming and full identity for a food brand built to franchise from day one. See the case →

Gong cha Puerto Rico. Adapting a global brand to the Latin market, with point-of-sale materials and sales tracking. See the case →

Zorraquín + Meneses. Business intelligence and email marketing with data as raw material. See the case →

What it is not

Fresh Experience® is not a separate agency or a service hired on its own: it is how SK/Branders delivers its nine services. It is also unrelated to other companies or events that use the word "fresh" in their name. When you read Fresh Experience® next to a brand, it is an SK/Branders project.

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