The No. 1 beer in Brazil

For nearly 10 years, we have been the design agency for the most traditional beer in Brazil. A story that revives the past and points to the future of the brand, a successful journey of reclaiming the number one position.

Amid a transforming market and shifting consumer perceptions of beer, we revived Brahma’s legacy and reminded Brazilians why it is the number one beer in Brazil.

Read more about this project

In 2016, we delved deep into Brahma's century-long history to revive the iconic status of one of Brazil's most powerful brands

In 2021, our challenge was to systematically strengthen the identity we created for Brahma. The new system brings flexibility while maintaining the iconic status of a brand that is part of Brazil's history and everyday life

See our works

Film
Design
Communication

The No. 1 beer in Brazil

In 2016, many transformations were taking place in the market with the arrival of international competitors and new consumer perceptions about beer. In this scenario, Brahma invited us to rethink its identity and reclaim its position at the top of the podium of national beers.

Faced with this challenge, our solution was to revive Brahma’s history and awaken the power of its 130 years of heritage. We embarked on an in-depth research journey, exploring documents that tell Brahma's legacy: from labels, photos, and ads to bar tables. From the early days to the golden years, we revived iconic symbols and redesigned them from scratch, celebrating the brand’s tradition while positioning it in a contemporary space.

The first official label, launched more than a century ago, was the inspiration for the logo redesign, accompanied by iconic elements from across the decades, such as the laurel crown, the "No. 1," and the beer glasses, which reflect the brand’s expertise in beer. From identity to packaging, Brahma's ancestry is present in every element of its visual universe.

In 2021, with the brand's tradition reinvented, we created a design system with the goal of bringing more flexibility to Brahma, organizing the identity elements into a robust structure for a powerful brand that is part of Brazil's history and everyday life.

Since the rebranding, when we became its design house, Brahma has reclaimed its rightful place as the largest and most remembered beer brand in Brazil, ranking in the top 10 most valuable brands in the country.

Credits

Agency
General Direction
Creative Direction
HardCuore Team