Design / Shortlist

Título: Identidad Patagonia
Agência: R/GA
Anunciante: Patagonia Cerveza

Diretor de criação: Mariano Jeger, VP Executive Creative Director SS LATAM

Outros créditos: Bruno Ropu Rovagnati SVP, Managing Director, LATAMMariano Jeger, VP Executive Creative Director SS LATAM.Florencia Pereyra, Executive Client Services DirectorNicolás Magnacca, Associate Director, Client Services.Tim Farr, Executive Production Director;Diego Gueler, Creative Director;Sebastián Graccioli, Creative Director;Daniel Grané, Executive Producer, Production.Victoria Quintana, Producer;Ignacio Fretes, Associate Creative Director.Sebastián Vigil, Sr. Visual Designer;Aixa Aztarbe, Visual Designer; Sebastián Dana, Visual Designer;Daniela Marello, Jr. Visual Designer;Rosario Picard, Content Producer;

Sinopse: Para el rebranding de Patagonia partimos de su origen. Tomando la naturaleza como nuestra principal inspiración creamos su nueva identidad de marca. Desde un nuevo logo, que sintetiza lo rústico de la naturaleza y lo sofisticado de una cerveza de calidad. Hasta el diseño de un sistema gráfico flexible para ser aplicado en todo el ecosistema de Patagonia. Incluyendo la microcervecería que se encuentra en Bariloche, los refugios, los bares, el merchandising y las etiquetas.

Diretor de Arte: Ignacio Fretes, Associate Creative Director.

Sinopse em Inglês: The starting point for Patagonia´s rebranding was its origin. Getting inspiration from the nature, we created the new brand identity: a mix between nature´s rusticity, the sophistication of this beer and our own history. This new identity contemplates a new visual approach, a new tone of voice and also a new way to experience the brand.We spread this concept across the whole Patagonia ecosystem. From the first Patagonia´s Microbrewery, located in the heart of that region, to the design of the full user experience for more than 20 bars that the brand opened alongside the whole country, its events and its communication. We were inspired by Patagonia region colors and landscapes to create this new identity