Valente

I managed the identity and packaging project with the client at the Liberte agency. The brand was designed by Sandra Espíritu, a designer at the agency, and it was the approved option.

Valente is a craft brewery from Arequipa, a family business: its founders pooled what each of them knew to make a quality beer. It was already producing under a brand that didn't represent what they wanted. It was starting with a single product, a Red Ale, and needed a new identity and the label for that style.

The strength was in the name: short, easy to remember, strong and powerful. If the brand were a person, it would be a 50-year-old farmer, a hard-working country man, in a plaid shirt, jeans and a straw hat.

Heavy, compact letters with a worn print texture, so the name feels as strong as it sounds. Stacked, VA–LEN–TE reads like a seal; horizontally, the three-bar E holds the center.

The symbol is a hop flower, the beer's ingredient. The colors come from the Red Ale itself: red, dark brown and cream.

The project wasn't just identity: it also included the packaging. The Red Ale label carries the stacked logo and the hop in red, with the Red Ale's details. We delivered it ready for print.

Valente ended up with a brand as strong as its name and a label ready to print.