Cusqueña: A Unique Packaging Design Inspired by Inca Architecture

Expressing the Local Identity of Cusco's Finest Lager

The inspiration for the Cusqueña packaging design came from the fine masonry of Inca architecture, known for its precisely cut and shaped stones closely fitted without mortar. The well-known 12 angles stone in Cusco, with its distinct polygonal shapes, is referenced in the brand badge, making it personal and unique. This iconic stone is also depicted on the bottle structure, further emphasizing the connection to the rich Inca heritage.

Cusqueña, brewed since 1911, prides itself on using only the finest natural ingredients, including pure mountain water sourced from the Peruvian Andes at an impressive 18,000 feet. The challenge for the design team at tridimage was to express the local Inca identity on every inch of the package, capturing the essence of Cusqueña's heritage.

The label graphics on the packaging depict the remarkable skyline of Machu Picchu, a UNESCO World Heritage site and one of the most iconic symbols of Inca civilization. This visual representation serves as a testament to the beer's origin and credentials, further reinforcing its connection to the Inca heritage.

The realization of the design involved the use of metallic coated paper for the label, creating a luxurious and premium feel. The beer can also features a stone texture with a tridimensional gloss spot, mimicking the natural feeling of touching a stone. This attention to detail enhances the overall sensory experience of the packaging.

The Cusqueña packaging design, created by the tridimage design team, has received recognition for its excellence and innovation. It was awarded the Silver A' Design Award in 2016 in the Packaging Design category. This prestigious award is given to designs that demonstrate outstanding expertise, creativity, and technical characteristics, evoking positive emotions and a sense of wonder.

Cusqueña's thoughtful redesign successfully captures the essence of the Inca heritage, expressing it through a unique and visually striking packaging design. With its attention to detail and connection to the local identity, Cusqueña stands as a testament to the rich cultural heritage of Cusco.