The brand had a longstanding slogan: 'Cynar, against the weathering of modern life'. But what would that characterizes modern life today and another what we wear today produces this course? Will it be the huge amount of information? The explosion of digital media? The habits that we left behind?

Our proposal was to create a graphic and informative slower, relaxed, entertaining and above all free medium. We needed to create a channel that connects us with our lost identity. And Cynar Hoy was born.

Cynar Hoy is a mix of current and old knowledge around a plural and diverse network of collaborators.

We remember the days of “El Gráfico “ a bastion of local media and think its counterpart in Italy, "La Gazzetta Dello Sport" (Il Rosa). We recall the great successes of Nicola Di Bari and we were excited to play the master-piece with Vittorio Gassman and Jean-Louis Trintignant, Il Sorpasso.

We envision a free product for everyone. We believe in building a newspaper for bars, cafes and restaurants. A product for consumers who like to read and be informed about music, art, cinema, cuisine and cocktail bar. A free, open and funny newspaper that helps us survive the weathering that today many call Stress.