San Carlos wanted to celebrate Peru

They came to us with a clear idea: create two special edition labels for Fiestas Patrias that connect with who we are and what we feel as Peruvians. One had to represent the entire country. The other, the north—where the brand was born.

Our challenge: fit all of Peru into a label, using symbols that everyone can recognize and that make us feel proud. And how do you define that? By asking the people.

After identifying the most representative symbols, we called our friend Orlando Aquije—a talented illustrator—to help us bring them to life. His detailed and expressive style was key to designing something that, though small, has a lot to say, and that could also scale to larger formats without losing impact.

The result: a Peruvian brand that celebrates its roots, placing our identity and diversity front and center, to spark our pride.