Edición Gracias
23 RÍOS | BREWERY | PACKAGING + CAMPAIGN | 2022-2023
23 Ríos is an award-winning Argentinian Brewery located in Mendoza. Since its birth in 2017, 23 Ríos has been committed to creating a positive impact in the community that supported them and watched them grow.
“Edición Gracias” was born to say “thanks” to people in Mendoza community who are remarkable either by their accomplishment or their contribution to society.
For each tribute, a different beer label was designed and illustrated, each one intended to thank a personality or organization from the social, artistic, educational, and human spheres of the province of Mendoza for “keeping the river flowing”. These recognitions were proposed and voted on by people on social media.
A recognition of effort, vocation, and above all, action.
For each tribute, a different beer label was designed and illustrated, each one intended to thank a personality or organization from the social, artistic, educational, and human spheres of the province of Mendoza for “keeping the river flowing”. These recognitions were proposed and voted on by people on social media.
A recognition of effort, vocation, and above all, action.
Stories
We launched two of these special editions featuring 23 personalities. Each one of them told a story of life and merit. The honourees were proposed and chosen by the people on social media, and each one received a unique and personalized six pack, highlighting their vocation, work, and action. Each label design included an image representing the honouree’s work and a little text explaining why we feel grateful for it.
The special editions have 4 varieties of beer which have been differentiated using color: green for IPA, blue for Stout, yellow for Ale, and red for Scottish. Some of the images for the labels were partly developed using AI while others are illustrations from artists from Argentina, Spain, and Ecuador.
