Guapa Cervejas Artesanais Design & Branding GUAPA PACKAGING by Calebe|Design


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Industry Beers and Ciders
Media Design & Branding
Market Brazil
Agency Calebe|Design
Creative Director Calebe Bezerra
Copywriter Luiza Sá
Designer Ieda Shingai
Released January 2011

Credits & Description

Category: i. Own Label and Private Label brands
Date of First Appearance: Jan 10 2011
Entrant Company: CALEBE|DESIGN, Belo Horizonte, BRAZIL
Creative Director: Calebe Bezerra (Calebe|Design)
Designer: Ieda Shingai (Calebe|Design)
Copywriter: Luiza Sá (Calebe|Design)
Media placement: Bottles - Brewery only - January 10 - now
Media placement: Transporting box - Brewery only - January 10 - now
Media placement: Business cards - Distributed to selected customers - January 10 - now

Describe the brief from the client
Guapa is being launched in Brazil's fast growing market of premium beers. The name Guapa was an old slang for "beautiful girl" in Brazil. The owner wanted to reference his personal background on the label, specially his family and his hometown, a farm nearby Belo Horizonte.

Describe the challenges and key objectives
We needed to create an unique, attractive brand and label for the product. It should make references to the brewer's personal life and also to Belo Horizonte, which is where the product comes from. It should make the product desireable and stand out, in a market where the product beer usually references the German culture.

Describe how you arrived at the final design
The solution combined imagery from the owner's family album, old photographs of the farm where he was raised and first brewed Guapa and art-nouveau typography and framing, that reference Belo Horizonte's architecture. His mother's youth became the basis of the "Guapa Girl", a series of illustrations that resemble an old brazilian pornographic novel called "Zéfiro". All elements come together to convey Belo Horizonte's atmosphere and culture.

Give some indication of how successful the outcome was in the market
The brand and label were launched to a selected base of customers, and Guapa's handicrafted brewing structure is not capable of attending the demand.. Customers are currently subscribing to a two-month waiting line to have a taste of Guapa.