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Branding and Packaging Design for Artesanal Beer from Arequipa – Melkim

Branding and Packaging Design for Artesanal Beer from Arequipa – Melkim

Provincia Estudio Creativo – Melkim Artesanal Beer

Arequipa – also called the Lion of the South – is a fierce, proud and volcanic city. This is the home of the feverishly Arequipa Melkim beer. They were the ones who set the regionalist parameters on which we built their brand identity. Our counter proposal was to reconsider the symbols and icons of the region, and to structure them again to tell the old story – the one of love for the arequipeño – but in a different way. We conceptualized this reinterpretation. We baptized it as “neoloncca” and we stretched it. We left behind the bulls and the stuffed hot pepper to go to the top: the volcanos. Arequipa is hugged by three of them. But it is home to a complete mountain range with dozens of summits. This abundance adapts itself perfectly for the wide product range Melkim has, where each one of the multicolor volcanos embodies the spirit of a beer style. They accompany a brave hop Lion, the brand logo inspired by the city.

CREDIT

  • Design Agency: Provincia Estudio Creativo
  • Organisation/Project Type: Agency Commercial, Published
  • Article Title: Branding and Packaging Design for Artesanal Beer from Arequipa – Melkim
  • Brand / Project Name: Melkim Artesanal Beer
  • External Design Credits: Ridan Alzamora - Labels Illustrator - IG: @ridanart Miguel Manrique - Isotype Illustrator - Graphic Designer - IG: @muriiino Pam Estares - Graphic Designer - IG: @pamstares Alvaro Caparó - Graphic Designer - IG: @alvarocaparo Fernanda Medina - Creative Director - Graphic Designer - IG: @fermedinat Jairo Cubas - Photographer - IG: @jairocubasfotografia
  • Project Type: Consumer Brand Redesign
  • Strategic Deliverables: Consumer Brand Strategy, Consumer Product Brand Architecture
  • Design Deliverables: Consumer Rebranding, Consumer Graphic Packaging Design
  • Location: Peru
  • Market Country: Peru
  • Market Region: South America
  • Product Category: Beer & Cider
  • Consumer Packaging Format: Bottle
  • Consumer Substrate / Material: Glass

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