Cannes Lions

WAY BEER

KOMM::DESIGN STRATEGY & SOLUTION, Sao Paulo / CERVEJARIA WAY BEER / 2011

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Overview

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Credits

Overview

Description

We were assigned the development of a total brand identity for a newborn micro brewing company with a youthful and irreverent message but that still had a high quality perception in a new and developing market of craft beers.

Execution

Work started with research on possible names that could build the bridge between the brewery's intent and the consumers desire. We decided to call it WAY. A short and easy to remember word that represents the brand's values: individuality, customization, and unexpectedness.Rock n’ roll, skate and street art references were used to build the brand identity, on silk-screened bottles as well as playful names for all beer types that sound like music lyrics, which help differentiated WAY from other Brazilian mainstream beer brands. Graphics were applied to all brand interfaces: id system, website, beer coasters, table displays, etc.

Outcome

Since its launch, WAY Beer has been participating in several market introduction events and consumer perception has been positive. The link we wished to create between the product and the buyer has been accomplished, since the consumer has been open to try something new and different.The product's quality helps people buy it, proof is the recent prize won in prestigious beer contest, being chose as the best Brazilian American Pale Ale.The consumer chooses the WAY that pleases him the most to Rock the Taste he prefers.

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