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 Carlos shared the concept of “Gustito” with me. My first thought was, That’s all very well, but how do I actually bring it to life visually and do it justice, rather than it just sounding like a nice idea or a catchy headline? So I started drawing and looking for references, and that’s when I came across Jean Jullien’s work. One image in particular caught me straight away: a girl wrapped up for winter, yet proudly showing her legs, finished with beautiful little socks. It clicked immediately. There was a way to approach this with subtlety, wit, and imagination, with a smile held quietly in the mind. A way of bringing back the spirit of the art posters created by French artists, which later evolved into a distinctive and compelling form of advertising from the 1950s through to the 1970s.
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.
