Client:
Westar. Craft Beer
Country:
Argentina
Task:
Branding, Brand Identity
Building an Origin-Inspired Brand for a Craft Brewery in Mendoza
For the launch of Westar, a craft beer brewed in Mendoza, Argentina, Imaginity created a distinctive brand identity centered on geographic origin and ingredient freshness. Deep hop-inspired green tones, custom typography and a structured circular stamp logo express the mystique of the Argentine West and the artisanal character of craft beer.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
Visual Highlights
- Origin-inspired circular stamp logo: A compass-based design incorporates the cardinal points, with the “W” emphasizing West, alongside an Andean mountain silhouette and the origin reference “San Rafael, Mendoza.”
- Hop flower iconography: Detailed hop illustrations reinforce the beer’s ingredients, freshness and aromatic flavor profile.
- Intense green color palette: A deep, vibrant green evokes Argentine hops, Mendoza’s natural landscape and the aromatic bitterness associated with craft beer.
- Rustic engraved typography: A custom etched-style treatment for “WESTAR” communicates craftsmanship, brewing tradition and strong visual recognition.
- Taproom brand identity system: The identity extends across custom signage, beer taps, glassware and venue communications, creating a consistent experience at Westar’s Mendoza taproom.
The Challenge
Launching a craft beer brand in Mendoza’s competitive gastronomic market required an identity built from the ground up. Designed for both on-premise environments and Westar’s taproom, the system needed a commanding visual presence that could communicate geographic origin, brewing passion and bold character without blending into familiar craft beer conventions.
Our Design Process:
Working from a strategic 54kmbrief, Imaginity developed a brand architecture centered on geographic authenticity, ingredient freshness and clear visual hierarchy. The team created custom typographic details, a vivid green palette inspired by hop cones and a compass-like symbol combining Andean peaks with the “West” and “Star” origin story.
The identity was developed as a flexible system for branded glassware, promotional materials, and taproom signage.
The Outcome:
Imaginity delivered a memorable craft beer identity rooted in Mendoza’s landscape and Westar’s artisanal character. The cohesive system established a recognizable presence across taproom applications while connecting the brand’s name, visual language and place of origin.
Explore more beverage branding and packaging, or view Imaginity’s Rabieta craft beer packaging project.
About Imaginity
Imaginity is a global packaging design agency specializing in consumer packaged goods. The agency works with beverage, beer and craft beer, food and FMCG companies across Argentina, Latin America and international markets.
Combining strategic branding, visual identity, brand architecture and print expertise, Imaginity creates cohesive design systems for packaging, communications and in-store marketing. Explore more work in the agency’s design portfolio.
