Sapatista is a revolutionary, women-made brewery brand that grew out of a passion for beer and cooking. Our goal is to rescue the ancestral roots of brewing culture and reaffirm the role of women in this history. We believe we can make a difference and we seek to leverage female strength, together with the LGBTQIA+ community, to fight for our protection and free love.
The challenge of the project was to transmit all this strength and positioning of the Sapatista brand in its new American pale ale beer label. On the Sapatista Amina label, we pay homage to the African Queen Amina, a historical figure. We used an illustration that combines images, colors and graphics, forming one of the collage with images. As a result, an artistic and bold label was born that expresses the courage and heroism of Amina, the queen of Zazau.
Who was Queen Amina?
Amina was one of the greatest female leaders of the 16th century on the African continent. Her reign lasted nearly three decades and was marked by upstarts in economics and military forces. As queen, she removed trade barriers imposed on her realm and opened up new trade routes. Furthermore, she expanded the territories under her rule and ordered the construction of a defensive wall around Zaria and other military camps. These structures became a common feature among the Hausa states, known as “Amina’s walls”. To this day, it is possible to see the structures and ruins of Amina’s palace and military training camps in the city of Zaria.
Amina is portrayed in sculptures, paintings, postage stamps and is the subject of plays and works of children’s and youth literature. Her figure is synonymous with female strength and courage. It is said that her trajectory inspired the creation of the warrior princess Xena, a character in a TV series from the 1990s, and the film “A Mulher Rei” (2022), starring actress Viola Davis, who plays the commander of the female army of Agojie Warriors.
- Agency/Creative: RBR Design
- Article Title: Resurrecting the Ancestral Power of Beer: Sapatista Amina Honors Female Leadership
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Brazil
- Agency/Creative City: Novo Hamburgo
- Market Region: South America
- Project Deliverables: 3D Design, Creative Direction, Packaging Design, Product Photography, Research
- Format: Can
- Substrate: Metal
- Industry: Food/Beverage
- Keywords: American Pale Ale Beer, lgbtqia+, Amina Queen, Feminism, african arabesques
Research, strategy, design and applications:: Raquel Braz Ribeiro, RBR Design