Thessaloniki, Greece

Agency: slab design studio
Designer: Nikos Giuris
Photographer: Giorgos Oikonomou
Location: Greece
Project Type: Produced
Client: Ali Microbrewery
Product Launch Location: Greece
Packaging Contents: Beer
Packaging Substrate / Materials: Glass Bottle
Printing Process: Digital Printing

Pachamama is a new seasonal beer of Ali Microbrewery, from Thessaloniki which is a Double Dry-Hopped Pale Ale with aromas of tropical fruits and mild bitterness. Pachamama is still worshiped as the mother earth in parts of South America. The first references to this deity are found in the mythology of the Incas, who lived in the Andes. The main illustration of the label highlights the relationship of Pachamama with its places of worship, entangling the mountain range with the hair of the goddess. Additional iconographic elements, such as a lama, tropical fruits and hops, are references to the Andes and the taste of the beer. By designing custom letters we wanted to emphasize the one-off character of the beer.

What’s Unique?
Our goal was for Pachamama-drinkers to gradually discover interesting elements by turning the bottle.