● Colón Gourmet Beer
—the client.
Colón beer, named after Columbus in Spanish, is Colombia's first craft beer, launched in 1997.
Over time, the brand lost its dominance to emerging competition. After 17 years, the owners decided to revamp and regain its leadership as a pioneer in the domestic market.
Over time, the brand lost its dominance to emerging competition. After 17 years, the owners decided to revamp and regain its leadership as a pioneer in the domestic market.
—the objective.
Due to budget restrictions to advertise the brand through mass media, the brand managers gave us a challenge to differentiate and promote their beer using only the packaging and labels redesign. Their goal was to stand out above the entire category of beers and spirits and regain their status and recognition.
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—the solution.
In order to improve the chances of becoming the top player in a highly competitive market, we came up with a new visual and conceptual plan. We began by creating a new category that didn't previously exist — “gourmet beer” — establishing a clear distance from their now well-positioned competitors.
Wanting to give the product a higher-end feel, so we drew inspiration from wine cellars and ideated a six-pack that allowed the beer bottles to be displayed horizontally, with the necks and caps in view.
We opted for a clean, geometric style with a limited colour palette to differentiate from all the beer brands available and their very busy packaging and labels. To connect the visual brand to its namesake, Columbus, we leaned on heraldry, featured prominently in coats of arms, banners, flags, and sails of ships at his time. We borrowed as well some geometric shapes and patterns found in these objects, to create a simple identification system for each type of beer.
In the midst of refining and preparing for production and implementation, the project was cancelled due to a change in management at the parent company :(
—client. —location.
Grupo Conboca Colombia
Grupo Conboca Colombia
—agency. —services.
Young Marketing Packaging, Visual Identity
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—structural design. —art direction & design.
María del Sol Poveda Castillo Nicolás Rosso-Londoño
María del Sol Poveda Castillo Nicolás Rosso-Londoño
—project management.
Juan Sebastián Muñoz Mejía
