H a r d c u o r e trademark

Antarctica, Rebranding

We were chosen as the design agency responsible for redesigning the visual identity of Antarctica, a brewery with over 135 years of history. To rebrand a brand with so many years, we could only start one way: with a trip back in time.

We updated the iconic symbol of the two emperor penguins and, to complete the crest with traditional elements, we revived the diagonal blue stripe that existed on the labels until the 1990s.

Read more about this project

Historical revival. We sought out the iconic elements of "A BOA" to update the brand without losing its tradition.

Amid streets, people, and traditional botecos, the brand, colors, and textures of Antarctica came to life.

See our works

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  • Design
  • Communication

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Good rebranding generates good things

To rebrand a brand with so many years of history, we could only start one way: by traveling back in time. This is how we brought back details that had been lost over the years. We updated the iconic symbol of the two emperor penguins and, to complete the crest with traditional elements, we revived the diagonal blue stripe that existed on labels until the 1990s.

To position a brand with such tradition, we had to dive deep into its history and bring out the best of it. That's why we drew inspiration from the true universe of the beer that is so much a part of Brazilian history: the traditional botecos, with barbecue skewers at the door, plastic tables on the sidewalk, and all. Full of people, textures, colors, handmade production, and tables crowded with Antarctica bottles. All of this since 1885, and it was an honor for Hardcuore to be part of this story.

We worked on the entire visual language of the brand. From choosing the new Antarctica blue and a new institutional typography to defining the verbal, photographic, and material language. Finally, we organized the visual identity system in a brand book that explains and illustrates how Antarctica's personality translates into language and design for all the brand's channels.

We created a consistent positioning for a strong brand that felt the need to unify and update its image. Today, it stands among the most valuable brands in Brazil, according to the Interbrands ranking.

Credits

  • Agency
      HardCuore®️
  • Creative Direction
      Breno Pineschi + Rafael Cazes