Fernet Branca by Hector Bueno – 10-Year Edition Advertising Campaign

Client: Hector Bueno, Representaciones & Distribuciones
Art Director: Micaela Maltinti

This project was commissioned by Héctor Bueno, distributor of Fernet Branca in Argentina’s Cuyo region. The brief was to design a digital campaign promoting a unique and limited 2014 batch of Fernet Branca—targeted at long-time fans who value the drink’s original flavour. The challenge lay in communicating the exclusivity and emotional weight of the product, while evoking a sense of nostalgia, secrecy, and quality. The campaign needed to feel intimate and personal, as though discovering something precious that only a few would truly appreciate.

To achieve this, I crafted hand-drawn lettering inspired by the brand’s classic iconography, then digitised and developed the rest of composition in Photoshop. The design draws on the concept of an old bar where friends reconnect and stumble upon a hidden treasure. Aged textures, a muted palette, and subtle lighting effects helped create this mood, while premium cues reinforced the product’s rarity. Informational content—like the price—was integrated using an aged-paper element, preserving the harmony of the layout while adding a narrative twist that felt authentic to the story we were telling.