Craft Beer Rebranding
CERVEJA LETRA, PORTUGAL
Client — Letra
Discipline — Branding, Art Direction
Year — 2020
Project by — Materia
Born in the heart of Minho in Portugal, Letra started its journey as a craft beer brewing company. The manual production process has led the brand to adopt a handmade aged look as an identity since 2013. In 2020, the identity was starting to look outdated and the challenge was to give a new life to the brand without changing the product labels.
Proud of their roots, the founders kept alive the connection between the region and city of Vila Verde, and the beer brand, as one of the main focus when developing new products and organizing events.
As it grew, the brand lauched +30 produts, opened 4 restaurants and pubs in 4 different cities and is now travelling around Portugal with a beertruck promoting the multiple beer options available, all of them produced in Vila Verde.
Highly connected to Minho, the identity combined a younger style with its own past.
One of two main elements adopted were the illustrations of João Almeida of the superb book “O Minho Pitoresco” published in 1887. The second was a dynamic typeface that varies through 7 different weights which represent the different types of beer.
Colourful and playful
The flexible typeface reflects different beer styles and each individual taste. It allows the identity to flow through different branding supports with a variety of shapes and forms.
Online presence
The custom made e-commerce website and social media play an essential role on the brand communication. Intuitive and interactive, the website uses strong visuals with a wide variety of tools to engage the audience with the universe of the brand.
Social media pages (Pubs and Brand) have a closer connection with the consumer as new events, product launches and promotions come up and the designed identity transforms and reshapes into bold graphics that keep the excitement on each posting.
Beer Pubs
Letra not only makes beer, it also owns 4 beer pubs in different cities: Braga, Porto, Vila Verde e Ponte de Lima. Each Letraria has its own concept and restaurant where beer is queen but food is very much gourmet.
To see more photography work for Cerveja Letra, click here
