El León
Packaging design for El León (Amstel), a bold and minimalist visual system developed to reflect the brand's commitment to quality.
Brand Identity
UI/UX design
THE PROJECT
This brand of beer was created in San Sebastian in 1965 by brothers Juan and Teodoro Kutz, members of a German brewing family that built a brewery in the San Sebastian neighborhood of Ategorrieta in 1872. Now this brand belongs to the Heineken group.
DESIGN SYSTEM
The packaging system was built on a modular grid and color-coded structure that allows scalability across formats and product lines. Custom typography, iconography, and material guidelines were developed to ensure consistency while allowing flexibility to adapt to various product categories and communication needs.
MY ROLE
I was responsible for the full creative direction, from conceptual development to final execution. This included research, visual identity integration, structural design, material exploration, and collaboration with production partners to ensure that the final packaging aligned with both aesthetic and functional goals.
