Quilmes: the most emblematic beer of Argentina + Football: the most popular sport and the one that generates the most passion in Argentines.
The designer and illustrator Emiliano Renzi was chosen to work both worlds together: to design and illustrate the complete line of Quilmes beer for the upcoming Qatar 2022 World Cup.

The idea or concept of this design revolves around the coincidences that occur between the 1986 World Cup in Mexico, where Argentina was world champion, and the next 2022 World Cup in Qatar.
In the design, a parallelism was created between both World Cup years, in a kind of symmetry where the elements on one side and the other are repeated, marking each coincidence, on the left side the year 1986 is represented and on the right side the year 2022.
Among these coincidences we have, for example, the time of the final at 12 noon, the year of the tiger for the Chinese horoscope, among thousands of other coincidences.

Quilmes is a traditional beer brand in Argentina, closely linked to soccer, and that in the run-up to each World Cup has Argentines always waiting as it creates the best advertising campaigns related to this great world event.
This year he went for more and brought the concept of advertising to his entire line of beers, leaving this job in charge of Emi Renzi, who already had a lot of experience in this type of projects.
Due to the success it generated among consumers, more elements related to this concept were created, such as different eco-cups designs, gift boxes, six packs of beers, and even two typographic alphabets were designed to be used throughout the campaign.