ALFAIA - A CRAFT BEER IN A WINE SHOP
A strong brand identity is usually made up of an interesting typeface, a powerful logo and a clever color palette. What Leo Burnett Lisboa adds to this picture is an engaging personality and powerful history.
“In the charming Lisbon neighbourhood of Bairro Alto, there was an old-fashioned wine shop where, in the company of the finest and most traditional wines, dwelled a craft beer named 'Alfaia'." But, unlike those wines, Alfaia had no history, no background, no soul. Not even a label. It was tasty, quite so, but remained estranged, blank and lifeless.
"Alfaia was lost, different and dislocated. An outsider trying to fit in with this family of wines. We captured her looks and dug deep to find her inner voice and let her have a life and a personality of her own. A beer that believes she’s a wine, yet remains unable to put a finger on why she still feels so different. For instance, she is shorter than the other wines, foamier, thicker… but, then, she is served into a wine glass and her cork pops open like champagne.
A character was born. And we were face to face with black sheep of the family.”
The Alfaia identity is successfully translated on the beer bottle but also on placemats, coasters and on a journal. This is a brilliant example of how a brand can be pushed above and beyond its packaging, by creating a beautiful brand story everyone will love.
Executive Creative Director: Luciana Cani
Design Creative Director Head of Art: Nuno Salvaterra
Designer: Nuno Salvaterra / António Silva
Copywriter: Diogo Figueiras
Illustrations: António Silva
Print Production: António Junior
Photography: Sais de Prata