Club Colombia has been the a top reference for premium beer in the country. Its high quality and global recognition have allowed, through its distinguished image full of patterns and artisanal weaves, to showcase the richness of our culture in every corner of the planet. However, along with the evolution of our society, the understanding and perception of luxury and premium have also changed for the new generations.
Aware of this, we’ve recognized a significant opportunity to reinterpret other symbols and characteristic elements of our Colombian identity when redesigning the labels of the Colombian beer. Therefore, the new image showcases, through each of its varieties, three artistic expressions that highlight the artisanal talent of Colombia:
The filigree of Santa Cruz de Mompox, featured in Club Colombia Dorada, with its high level of detail, weaves silver and gold threads into organic shapes representing the diversity of our nature, making the brand’s legendary gold even more precious.
The new look of Club Colombia Roja is based on the iconic pattern of the ‘sombrero vueltiao,’ which carries the identity and symbolism of an entire community. Through its designs, it tells stories that keep live the cultural heritage of the Zenú people.
The precise and intricate designs of ‘Tamo’ from Nariño serve as a reminder that mastery lies in patience, delicacy, and attention to detail. They are a part of the design of Club Colombia Negra.
That’s how this new image pays tribute to Colombia’s ancestral and indigenous identity, which is an integral part of our cultural heritage and is now resurging with more contemporary representations that define us as a nation. Club Colombia beer now reflects the luxury of being Colombian.
- Agency/Creative: MullenLowe 43
- Article Title: Club Colombia Premium Beer Redesign
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Colombia
- Agency/Creative City: Bogota
- Market Region: South America
- Project Deliverables: Brand Design, Label Design, Packaging Design
- Format: Bottle, Can
- Industry: Food/Beverage
- Keywords: beer, label, colombia, beverage
Creative Director: Natalia Hernandez
Art Director: Mario Leon
Art Director: Juan Guerrero
Brand Manager: Juan Camilo Lopez
Brand Manager: Juan David Falabella
Brand Manager: Camila Velasco
Marketing VP: Alvaro De Luna