Club Colombia is the country’s premium beer brand. A beer with a path of more than 60 years.

Nevertheless, in the past two years, the beer category has gone through a big expansion. New competitors have arrived to the market, threatening our leadership in the premium segment. Brands like Stella Artois, Corona, Budweiser and Heineken took advantage of their global awareness and have easily positioned themselves in the market.

On the other hand, mainstream local brands have been renewed, following the premiumization of their category.

Our challenge was to reinforce our territory, strengthening our credentials of superior quality leveraging on our 100% malt ingredient as our cornerstone.

Malt isn’t just another ingredient. It is what we’re made of. This is the reason we made it the leading character of our imagery campaign.

We stood away from category stereotypes such as consumption occasions, fancy product shots and provocative splashes. Instead of this, we chose to present our brand with a stylishly iconic and minimalistic approach in order to tell the whole story with few elements and a strong craftmanship cues.

The execution was impregnated by our brand values like dedication and attention to details. We created an artboard made with real malt grain displaying an organic and natural aesthetic. On top of it, we suggested our bottle’s shape, supported by a couple of our main visual assets, the label and our brand’s tribal figure.

We created a clear and recognizable branding that significantly differentiated Club Colombia from its competition.