Cerveza Jimena
plated 2023
A project that redefines the brand's communication — from visual identity to tone and campaigns. Born in Cadereyta, Nuevo León, it connects with creatives who make opportunities out of nothing, inspired by the quote "sacar agua de las piedras."
We partnered with Jimena, a craft beer from northern Mexico, to develop a campaign that would expand its digital presence and sharpen its identity in a saturated market. The goal was to turn Jimena into more than just a beer — into a creative platform that celebrates local culture, emerging artists, and bold expression.
Even after two years, Jimena is still one of the projects I look back on most fondly. It introduced me to the craft and culture behind artisanal beer, and reminded me of one of the things I love most about design: we get to explore unfamiliar worlds, understand them deeply, and translate that into meaningful creative work.
A fun full-circle moment: the brand manager liked the work so much that a year later, he invited me to take over the communication for Jimena and its sister brand, Tehuana.