Yma Sumac is a beer that aims to empower Peruvian women by using the celebrated singer as a representation of them (talented, powerful, beautiful).
This beer also serves as a tribute to the singer, taking as an inspiration in the design of the identity her flamboyant style and her meaningful relationship with her ancestry, the Incas.
Year: 2021
Category: Packaging design, Brand identity
Deliverables: Bottles, cans, sixpack, merch, installation, mobile, website
Mentor: Jorge Montero
The concept of “everlasting strength” was inspired by the singer’s extreme and powerful vocal range and how she set the Incas as an example of strength and elegance. The concept also comes to be a representation of the target audience, powerful Peruvian women.
The illustrations combine the designs in either Yma’s jewelry or dresses and patterns found in architectonic pieces and Incas’ fabrics. Inti (god of the sun) became a key feature within the design as a representation of strength.
Geometric shapes radiate from either the logo or the wordmark, forming rays in an explosion of colors and shapes. The colors once again come from Yma’s dresses and Incas’ textiles. The original colors were opaque, so they were modified to look more vibrant, emphasizing the concept of everlasting strength.
The name Yma Sumac means “how beautiful” in Quechua, the language of the Incas. So, apart from being the singer’s artistic name, this name became appropriate for describing the product targeting everyday Peruvian women.
BEER BOTTLES
BEER CAN + LABELS
SIXPACK
MERCH
BAR INSTALLATION
WEB AND MOBILE
ALL PROJECTS