Pachamama is a new seasonal beer of Ali Microbrewery, from Thessaloniki which is a Double Dry-Hopped Pale Ale with aromas of tropical fruits and mild bitterness. Pachamama is still worshiped as the mother earth in parts of South America. The first references to this deity are found in the mythology of the Incas, who lived in the Andes. The main illustration of the label highlights the relationship of Pachamama with its places of worship, entangling the mountain range with the hair of the goddess. Additional iconographic elements, such as a lama, tropical fruits and hops, are references to the Andes and the taste of the beer. Our goal was for Pachamama-drinkers to gradually discover interesting elements by turning the bottle. By designing custom letters we wanted to emphasize the one-off character of the beer.