Re-Branding
Craft Beer Generation was looking to refresh their brand in honor of their tenth-year anniversary. Their main goal was to connect with people who are already beer drinkers, but are looking to become beer experts. They also wanted to give the constantly evolving local beer industry a sense of structure that was lacking in Puerto Rico.
Solution
Our creative process focused on creating a visual language inspired by the liquid of the beer. Its curves, textures, and layers. We wanted to convey the message in an educative, dynamic and fun way, detaching the brand from the scientific and complex process of brewing.
Beer is the thing that always brought them together.
Beer was the one element that always brought us together, hence it became the main source of inspiration for the re-branding. The brand already had CBG (Craft Beer Generation) as one of its branding icons, but we wanted to give it a new life and make it more fun and dynamic. The CBG icon was born. This icon conveys a sense of liquid movement through its shape and curves, inspired by beer.
Gustavo also has a podcast called Taproom that is a part of Craft Beer Generation, and he wanted something that would visually demonstrate that. We used the pint glass, segmented into four chat bubbles representing the conversations that happen in the podcast. The shapes of the bubbles are curves emphasizing the beer liquid, again bringing the brand's inspiration into all its elements.
Goals/Strategy
Our goal was to reinvent this brand that has been around for the last ten years whilst attracting a new audience. We wanted to create a brand that was more accessible, fun and dynamic to clearly educate the CBG audience about the beer industry.
Humberto Torres, Yeiniz Nevarez, Raymond Sierra y Giovanni Centeno.
Flight Crew (Creative Team):
Created:
2022