Barena Brand Renovation
| Fact |
Value |
| Contact |
London |
| Client |
SABMiller
Barena |
| Project |
Brand Renovation |
| Industry |
Consumer Goods |
| Timeline |
Jun 06 - Ongoing |
| Services |
Brand Communications and Collateral
Brand Guidelines
Brand Identity
Packaging Design
|
| Team size |
12 The Brand Union
6 Client |
A semi-premium beer hailing from Honduras, Barena is distributed across Central and South America. While seen as an international, quality beer – fun, sociable and aspirational – its image was associated with a budget holiday company or suntan lotion, and even that lacklustre image was inconsistent across markets.
Five countries, one challenge.
With the potential for Barena to grow internationally, a unique and universal communication idea was needed to: -
- Move it from laid back beach feeling to high intensity beach attitude
- Contemporise packaging to reflect rhythm and spontaneity
- Develop striking brand iconography
- Make it appealing to urban consumers and support its aspiration to be a leading regional Latin beer
When the sun goes down, Barena comes alive
Our big idea behind Barena’s new packaging identity was to bring alive the spirit of an urban beach attitude through…
Atmospheric blue – a spectrum that moves from dark to electric blue, capturing the mood of urban nights. Amber yellow, gold and white infuse the blue with energy, bringing a party atmosphere of happiness and warmth to the night. The intrinsic message of intensely refreshing beer shines through – literally – in the clear, flint bottle.
Upbeat 'surf & skate' graphics and hand-drawn typography – reflecting the spontaneous nature of the brand.
A distinctive, vertical brand signature in fresh white-on-blue – both confident and soft, a metaphor for an urban landscape.
A vibrant icon – a palm-tree-clad city beach scene in a roundel that’s a window into Barena’s world, a place of fun and freedom where everybody wants to be. To enhance the feeling, the reverse body label invites you to discover more about this world and be part of the experience.
Translating the word ‘beer’ – showing Barena’s a beer for everyone, everywhere.
Urban beach attitude
All our creative work – branded environments, POS, brand guidelines and beer packaging – translates the brand essence, creating an urban beach look and feel and moving Barena well away from the realms of suntan lotions and cheap holidays.
Barena
The new Barena design has just been launched in Peru and El Salvador and is about to launch in Honduras. Depending on how it performs in these markets, Columbia and Ecuador are the next steps on its journey to becoming a global brand.
