Andes Origen: Refresh
After four years of working with Jean Jullien, we decided to give the brand a refresh. We needed to create a universe that was less symbolic and more figurative—more open. Without losing the brand’s core essence—the illustrations—we aimed for a more social and collective approach to communication, one that would allow us to tell deeper, more engaging stories.
In 2022, after an extensive search and while watching a Wes Anderson film, I came across Javi Aznárez, a Catalan illustrator who had just completed a collaboration with the director. We reached out to him, and I traveled to Cadaqués, Catalonia, to meet him. After three days of working together, we defined what would become the new visual identity of Andes Origen—a look that remains to this day.
It was a highly productive journey—I returned with three ideas for television commercials and countless new creative directions for the brand’s future.
Here are some of the projects we developed for various brand launches.
Role: Creative Director, Art Director, Graphic Designer, Music Composition
Illustration: Javi Aznarez
Copywriter and Creative Director: Carlos Bayala
The house of the "A" on the terrace
To expand the brand’s universe, we created a neighbourhood where a small A-shaped house sits at the heart of the scene. Inside, three friends—Gus, Tito, and Caro—engage in lighthearted conversations about the little pleasures in life.
This neighbourhood was built as a handcrafted 1:50 scale model—a process that took nearly two months to complete. It became a playful communication space for the brand throughout the year, serving as a setting to tell stories, share brand messages, and even promote special offers in an unexpected and engaging way.
We created different universes within the same visual space for different varieties of beers. In this case, some posters and film animation for the launches of Andes Origen Oro and Andes Origen Rubia new recipe.
Limited Edition by Javi Aznarez
Andes Origen is a beer built around stories, small conversations and reflections from everyday life. And each variety of Andes Origen can spark a conversation on the beach, at sea, by the river or in the bar. That’s why we created a special edition with Javi Aznarez, telling story-rich tales for each Andes Origen variety. And if you look closely at the details, you’ll find small stories with a smile in the mind, which will surely spark conversations born from those very stories.