Design: Provincia Estudio Creativo
Illustrator: Ridan Alzamora
Creative Director/Graphic Designer: Fernanda Medina
Graphic Designer/Logotype Illustrator: Miguel Manrique
Graphic Designers: Alvaro Caparo, Pam Estares, Christian Reinoso
Project Type: Produced, Commercial Work
Location: Arequipa, Peru
Packaging Contents: Artesanal Beer
Packaging Substrate / Materials: Glass Bottle
Printing Process: Digital Printing
Arequipa – also called the Lion of the South – is a fierce, proud and volcanic city. This is the home of the feverishly arequipeña 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.
Arequipa is a city surrounded by 3 majestic volcanoes which make all of us (arequipeños) very proud to live in. This inspired us to make a unique label that connects the Beer from Arequipa to the people (arequipeños).