Client: Cerveza Patagonia
Design: Diego Bustamante in conjuntction with NNIDO
Illustration: Panco Sassano
Photography and Art Direction: RGA
Patagonia 24.7 is the first beer created in the Bariloche microbrewery to be bottled and distributed throughout the country.
Different elements refer directly and indirectly to the place where 24.7 was born. Highlighting the origin, history and birthplace of Patagonia is one of the purposes of the campaign.
The type of beer
It is a sessional beer, with low alcohol content, to be enjoyed at a gathering with friends (a nod to 24 hours a day, 7 days a week). Basically a "Session IPA" is an IPA, but with less bitterness and alcohol content.
Visual elements to highlight:
• Product
• Kilometer 24.7.
• The Brewery.
• The Patagonian landscape.
• Hops.
• The paths and signage (a nod to the Road Trips).
In collaboration with Cerveza Patagonia and RGA we designed all the pieces that will be on and off-premise including:
The 6 pack and the key visual were the most important pieces since they defined the tone for the whole campaign of the launch of KM 24.7. We based the key visual on a merge of the illustration elements created by Panco Sassano and a photograph of the real can, trying to fuse the illustration with the can creating a seamless effect.
This allowed us to play with all the different elements creating several backdrops and textures depending on the piece.
The beer is one of the biggest successes of Cerveza Patagonia, being part of their main portfolio. To this day is being sold in all of Latin America and United States.
The beer grew up to have 10 fixed beers in their portfolio. All their recipes always brewed at the microbrewery in Bariloche, Argentina.
Today KM 24.7 is still a staple and a must have in every bar of Argentina and South America.
