Derrick Lin


Creative Agency: Shift
Project Type: Produced, Commercial Work
Packaging Content: Beer
Location: Monterrey, Mexico

Locally brewed in Ecuador’s port city of Guayaquil, Bajamar is Master brewer Diego Reyes’ latest blend. A brand that seeks to shorten the gap between artisanal and mainstream mass produced beers by combining the best of both worlds to further sensitize consumers of craft beer’s unique characteristics. Appealing to Guayaquil’s volume based beer consumption, the brand is launched with two popular beer styles, American Pale Ale and Lager.

Bajamar’s brand language and name reference its hometown’s location, identity and port culture. With a colorful, marine and sunny natural landscape, Guayaquil’s industrial and modern ports provide a singular visual contrast. A combination that perfectly serves Bajamar’s merger of modern and artisanal aspects, hence the brand’s bright palette and modern typeface. The custom typographic logo intervened with a coastal motif takes from bold signage found in containers and ships.

The craft aspect of the brand is portrayed through Diego’s seal and signature in the form of a crown in reference to Diego’s mastery in brewing and surname.