Cervejaria Ambev | Brahma
A perfect combination.
To launch a beer like no other, we created a party like no other. Presenting: Brahma Esqueminha, musical combinations made to surprise you.
Scenario
Within the last three years, a new wave of single malt beers had become brazilian’s most preferred beer style nation-wide. Most of the other AbInbev brands had already a single malt version on the portfolio, but not Brahma. So the marketing team ran a poll with consumers and discovered that they actually perceived the idea of having two malts as a better choice. Then, they created a recipe that combines malt Pilsen and Munichen which resulted in a tasty creamy beer that is taking brazil by storm. To launch the new product, they created ESQUEMINHA, a music and entertainment event in partnership with Zé Neto & Cristiano, a country music duo that’s skyrocketing in Brazil. To make that come to life we needed a strong Key Visual to be used on the event’s campaign that reflected the colors of the new product in harmony with Brahma’s oficial red colour.
Solution
ESQUEMINHA literally means “scheme”, which in Brazil is used when you have plans with someone you’re dating. To create a KV that reflect the pre-defined concept, I started with a very harmonious colour scheme and played around with geometric forms to give the sensation of pieces that fits one another. I placed musical graphic elements on top of it together with some icons taken from the beer world, like barley, hops and cans.
Zé Neto & Cristiano
“Alô Ambev, dobra a produção aí, que a gente bebe.”
“Hey Ambev, double up the production and we’ll drink it.
A Design System that works like a “Scheme”
I’ve created a graphic representation of a scheme in which the pieces fit one another. Using geometric forms and a mix of icons from both the brewery and music world to illustrate the idea behind the event.
