• Andes Honey Beer

    Agency: Astor Branding
    Creative Director: Matías Manuel Frade
    Creative Director: Federico Poscek
    Project Type: Produced, Commercial Work
    Client: Ambev
    Location: Buenos Aires, Argentina
    Packaging Contents: Beer
    Packaging Materials: Paper

    The brief:
    • . Designing a new limited edition for Andes Brewery.
    • . Bring on board Mendoza’s pride to achieve a strong connection between the local consumer and the brand.
    • . Enhance and convey Mendoza´s people, way of linving and thinking, in an original way.
    • . Add value to the product by transferring emotions and experiences of the brand and associate it with emotions of belonging and location.
    • . Strengthen the position of a large, young and innovative brand with a new proposal for the market.

    • . Find the items linking Mendoza’s pride with beer and a taste for new things.
    • . Propose a sufficiently rich system of colors, fonts, shapes and icons that could show this balance between the world of honey and beer.
    • . Do not lose sight of the historical consumer brand and in turn to capture young audiences with it.

    Project development:
    • . The main thing was to get an identity that combines the sweet and innocent world of honey with the imagery of the brand and the beer itself.
    • . The colors choice was a key factor to challenge the typographic system on the beers world, as well as the selection of the graphic and formal figures in an approach to create a delicate balance within both universes.

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