Branding and Packaging for Cervejaria Bellavista, a Brazilian Brewing Company

Branding and Packaging for Cervejaria Bellavista, a Brazilian Brewing Company

Valkiria Creative Intelligence – Cervejaria Bellavista

Cervejaria Bellavista’s Branding project was hired by FRUKI S.A., a family business founded in 1924, which had its start as a brewing company back then. As years went by, the industry directed its product’s portfolio to non-alcoholic beverages, leaving the brewing production behind for almost a century. After all these years, we were comissioned to help them to take up their dream: to brew. Our demands were Branding, Naming, Brand and Product Positioning, packaging design and advertising.We needed to immerse into the 100 years company’s history in order to recover the brewing historical imaginary and rebuild an aesthetic which should be classic as well as actual and modern. We found out that Emilio Kirst, the company founder, with a gothic german book dated from 1875 on his hands, learned the secrets of brewing and started the path of that family business. Everything we designed, from the company’s market positioning to the label design, was based on a real story. The gothic style with which the book was written was used as inspiration to us for the “B” design, for the typographic drawing of the logotype and also for the symbols used in the packaging ads.The packaging design project consisted on designing labels, cans and the following graphic arts for the Cervejaria Bellavista’s beer line. That line is composed by 5 beer styles: Premium Lager, American IPA, Witbier, Weiss and Belgian Blonde Ale. The Premium Lager style has 4 packaging versions: 350ml sleek and 497ml cans, long neck (350ml) and 600ml bottles. The other beer styles are available in 500ml bottle, being the Witbier, American IPA and Belgian Blonde Ale styles bottled in English style bottles and the Weiss style bottled in German style bottles. The label and packaging design projects were designed aiming to tell the company’s secular story, highlighting the product in the points of sale in a strategic way, using the product and visual positioning as a guide.The results of the Bellavista’s market entry were above all the projections and expectations. The special beer styles – American IPA, Belgian Blonde Ale, Weiss and Witbier – sold 10 times more than expected, while the premium lager beer sold 7 to 8 times more, showing that the identity consistent with the company’s history coupled with the target audience’s understanding and the high quality product is converted into an above-average result for the business and the niche market, entering the segment of premium and special beers, taking the largest breweries as competitors.

CREDIT

  • Agency/Creative: Valkiria Creative Intelligence
  • Article Title: Branding and Packaging for Cervejaria Bellavista, a Brazilian Brewing Company
  • Organisation/Entity: Agency, Published Commercial Design
  • Project Type: Packaging
  • Agency/Creative Country: Brazil
  • Market Region: South America
  • Format: Bottle, Can
  • Substrate: Glass, Metal

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