Travesía
Sureña
Travesía
Sureña
(01)
The Challenge
(01)
The Challenge
(01)
The Challenge
A journey in
every ingredient
A journey in
every ingredient
A journey in
every ingredient
For Cerveza Patagonia, launching an APA brewed in Bariloche with ingredients sourced from around the world required more than highlighting origin.
The challenge was to express the brand’s explorer spirit in a way that could make each ingredient feel part of a larger story.
For Cerveza Patagonia, launching an APA brewed in Bariloche with ingredients sourced from around the world required more than highlighting origin.
The challenge was to express the brand’s explorer spirit in a way that could make each ingredient feel part of a larger story.
For Cerveza Patagonia, launching an APA brewed in Bariloche with ingredients sourced from around the world required more than highlighting origin.
The challenge was to express the brand’s explorer spirit in a way that could make each ingredient feel part of a larger story.
My role
Design Direction & Creative Direction
Made at: R/GA Buenos Aires
Photography: [Nombre del fotógrafo]
My role
Design Direction & Creative Direction
Made at: R/GA Buenos Aires
Photography: [Nombre del fotógrafo]
(02)
(02)
(02)
Insight & Idea
Insight & Idea
Insight & Idea
Ingredients come from different parts of the world, but origin alone doesn’t create meaning.
Travel does.
We drew from backpacking culture, where patches represent places visited and stories collected over time. Each ingredient became a stop in a journey.
This led to Travesía Sureña, where every ingredient is represented through a series of patches, turning the product into a narrative of exploration. A beer that doesn’t just combine ingredients, but traces the path they took to get there.
Ingredients come from different parts of the world, but origin alone doesn’t create meaning.
Travel does.
We drew from backpacking culture, where patches represent places visited and stories collected over time. Each ingredient became a stop in a journey.
This led to Travesía Sureña, where every ingredient is represented through a series of patches, turning the product into a narrative of exploration. A beer that doesn’t just combine ingredients, but traces the path they took to get there.
Ingredients come from different parts of the world, but origin alone doesn’t create meaning.
Travel does.
We drew from backpacking culture, where patches represent places visited and stories collected over time. Each ingredient became a stop in a journey.
This led to Travesía Sureña, where every ingredient is represented through a series of patches, turning the product into a narrative of exploration. A beer that doesn’t just combine ingredients, but traces the path they took to get there.
(03)
Execution
(03)
Execution
(03)
Execution
We developed a packaging system built around collectible-style patches, each representing the origin and character of a key ingredient. These patches act as storytelling devices, creating a layered reading of the product.
The visual language blends Patagonia’s crafted identity with travel codes, extending into the campaign to emphasize movement, territory, and discovery.
We developed a packaging system built around collectible-style patches, each representing the origin and character of a key ingredient. These patches act as storytelling devices, creating a layered reading of the product.
The visual language blends Patagonia’s crafted identity with travel codes, extending into the campaign to emphasize movement, territory, and discovery.
We developed a packaging system built around collectible-style patches, each representing the origin and character of a key ingredient. These patches act as storytelling devices, creating a layered reading of the product.
The visual language blends Patagonia’s crafted identity with travel codes, extending into the campaign to emphasize movement, territory, and discovery.
(04)
(04)
(04)
Rollout
& Outcome
Rollout
& Outcome
Rollout
& Outcome
The system was deployed across packaging and campaign assets, creating a cohesive narrative between product and communication.
By turning ingredients into stories, Travesía Sureña reinforces Patagonia’s explorer DNA and elevates the product beyond its recipe.
The system was deployed across packaging and campaign assets, creating a cohesive narrative between product and communication.
By turning ingredients into stories, Travesía Sureña reinforces Patagonia’s explorer DNA and elevates the product beyond its recipe.
The system was deployed across packaging and campaign assets, creating a cohesive narrative between product and communication.
By turning ingredients into stories, Travesía Sureña reinforces Patagonia’s explorer DNA and elevates the product beyond its recipe.
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