La Orden del Libertador: A Whisky Design Revolution

Maximiliano Fulquet's Award-Winning Whisky Design Inspired by Argentina's Heritage

La Orden del Libertador, a whisky design inspired by the decoration medal "Order of the Liberator," is a tribute to the nation's heroes and natural beauty. The medal, awarded to officials deserving national honor and recognition, served as the primary inspiration for this design. General José de San Martín, a national hero, and elements of Argentina's diverse landscape, including the Andes' native bird, the condor, the sea, a lighthouse, the mountain range, and a cliff, were also part of the creation process.

The design stands out for its unique packaging, which is the first of its kind for whisky aged in French malbec barrels. The exclusive label combines the "Order of the Liberator" medal, a condor, a lighthouse, and the cliffs of the Atlantic coast, creating a unique brand image for a high-quality whisky.

The design process began with freehand sketches, followed by design and digitization stages carried out in Adobe Photoshop and Adobe Illustrator using a Wacom tablet. The production stage involved traditional offset printing using four spot colors plus copper hot stamping on special textured paper. The result is a whisky packaging that is as visually stunning as it is unique.

The design was created to present Argentina as a country capable of producing premium spirits. The objective was to establish the excellence of the materials and the high quality of its visual presentation as part of the brand's identity. The creative challenge was to create an image that would be so attractive to consumers, as to encourage them to overcome reservations of it being a new brand from a country with no whisky tradition.

Maximiliano Fulquet, along with Lucas Lamarche, faced the challenge of presenting traditional and historic elements of the country in a way that evoked local pride while appealing to a worldwide audience. The choice of the condor, the medal, and the background illustration, enhanced by gold stamping and a custom-made label shape, resulted in a unique and distinctive design.

The design was awarded Silver in A' Packaging Design Award in 2019, a testament to its outstanding expertise and innovation. The award recognizes top-of-the-line, creative, and professionally remarkable designs that introduce positive feelings, amazement, and wonder.