Client:
Hop House 13. Packaging Design
Country:
Argentina
Task:
Packaging Design
Working alongside Diageo and the local brewers at Rabieta, we brought the heritage of Dublin’s St. James’s Gate to Argentina with the launch of Hop House 13. This premium lager by Guinness bridges the gap between traditional refreshment and craft-style complexity. Our task was to meticulously adapt its bold, modern visual identity—defined by its striking red and white palette—into local formats, ensuring the brand’s global essence resonates perfectly with a new generation of Argentine beer lovers.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
1. The Challenge: Localizing a Global Icon
The primary challenge was to adapt the global brand identity of Hop House 13 for the Argentine market. In collaboration with Diageo and Rabieta, we needed to translate the original design into specific local formats—16oz cans and shrink-wrapped 6-packs—while meticulously integrating mandatory regulatory texts without compromising the brand's premium aesthetic.
2. The Solution: Precision Adaptation and Technical Compliance
We focused on preserving the bold, clean visual identity that defines Hop House 13, centered around its striking red-and-white palette and the iconic "13" logo. Our team developed production-ready artwork that balanced global brand standards with local packaging specifications. This involved a careful rearrangement of elements to ensure that the heritage of St. James’s Gate and the modern craft character of the beer remained the central focus.
3. The Results: A Seamless Market Launch
The project successfully brought a piece of Dublin’s brewing heritage to Argentina with a look that is both authentic and compliant. By delivering technically accurate and visually consistent packaging, we helped Hop House 13 establish a strong shelf presence. The final design effectively appeals to a new generation of beer drinkers, perfectly communicating the product's unique blend of crisp lager refreshment and hoppy craft personality.
