Andes Origen: Gustito
Andes Origen is a beer created to compete in Argentina's emerging market of commercial beers with an artisanal touch. In 2018, the beer market in Argentina was fiercely competing with the boom of craft beers. To respond to this demand, ABInveb entrusted us with the task of creating a new product to rise to the challenge.
The brand was developed from scratch: packaging, concept, image, and communication. To achieve this, we took Andes -a traditional brand from Mendoza, the Argentine province renowned for producing some of the world's finest wines—and gave it a fresh perspective renaming it Andes Origen. We incorporated all the values associated with wine—quality, tradition, and craftsmanship—and infused them into this beer, which, in just five years, became the third most consumed beer in Argentina.
In Argentina, the expression "Darse un Gustito" means treating oneself to a small pleasure or allowing oneself to enjoy something desired, usually as a way of indulging or rewarding oneself. That became the main concept of the brand.
I remember the moment I was shared the concept of “Gustito”. I though “That’s cool, but how can you make it work from an image point of view?”. And then I saw Jean Jullien’s work and I clicked immediatly. We could approach this with a subtle touch, with a bit of wit and imagination, bringing back to life the kind of art posters created by french artists, that later became a way of creating compelling and unique advertising from the 50s throughout the 70s.
Role: Creative Art Director, Graphic Designer
Copywriter and Creative Director: Carlos Bayala
Illustrator: Jean Jullien
Associated Designers: Estudio Atlas
Andes Origen: Launch
For the launch of Andes Origen, we created an immersive installation in the forest of Parque San Martín in the province of Mendoza. The installation featured more than 80 vintage televisions suspended from the trees, each looping different illustrations that were part of the campaign, with one central protagonist: a cat.
The cat embodies a distinctly Andes Origen way of doing things—calmly, skilfully, and with style. For this reason, during this first phase of Andes Origen, the cat became a recurring figure throughout the campaign, appearing in television adverts, outdoor advertising, and events.
Andes Origen: Product
Since the launch of Andes Origen, numerous varieties have been introduced, showcasing the brand's flexibility and adaptability. This approach allows a diverse range of products to coexist under a cohesive design while maintaining a distinct identity within it.
The same philosophy extends to product photography. The aim has always been to move beyond traditional beer imagery and instead craft a unique visual universe for each shot. This universe should immerse us in the moment of enjoying a Gustito—a small indulgence, a simple pleasure that adds a touch of joy to everyday life.
