B, The Honey-Cachaca Stinger Design & Branding BEE SUTRA by Pereira & O'Dell San Francisco


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Industry Liquor
Media Design & Branding
Market United States
Agency Pereira & O'Dell San Francisco
Creative Director Arício Fortes
Art Director Paulo Coelho Santos
Illustrator Seagulls Fly
Released May 2012

Credits & Description

Category: Posters
Product/Service: ALCOHOLIC DRINK
Chief Creative Officer: PJ Pereira (Pereira O'Dell)
Creative Director: Aricio Fortes (Pereira O'Dell)
Creative Director: Paulo Coelho (Pereira O'Dell)
Writer: Aricio Fortes (Pereira O'Dell)
Art Director: Paulo Coelho (Pereira O'Dell)
Illustrator: Seagulls Fly (Seagulls Fly)
Art Buyer: Issy Penaflor (Pereira O'Dell)
Print Producer: Drew Saucedo (Pereira O'Dell)
Account Director: Lo Braz (Pereira O'Dell)
Media placement: Posters - Bars - 1st March 2012, 2 Months

Describe the brief from the client
‘B’ is a brand of cachaça, a Brazilian liquor made of sugar cane. The difference between ‘B’ and other cachaça brands is that ‘B’ has honey in it. The brief was to promote the unique encounter between cachaça and honey.

Describe the challenges and key objectives
The challenge was to appeal to consumers with bold attitude, who are interested in a sweet, premium, low-alcohol beverage.

Describe how you arrived at the final design

We needed to change the demographic target for Brazil’s native rum. We needed to make a drink like cachaça, a once popular drink among lower working class, and cool for partygoers.
Additionally, cachaça has always been perceived as an extremely strong drink, with high alcoholic content. B's recipe is milder and sweeter than traditional cachaças.
For the design, we decided to go with a bold visual that would address the perfect encounter between cachaça and honey.

Give some indication of how successful the outcome was in the market
The posters were designed to stand out in its main environment: in VIP bars, as an eye-catcher for the high-end partygoer.
This overall success of the campaign has lead the brand's owners, including Formula One race-car drive Nelson Piquet Jr, to a United States launch in Q4 of 2012, with a clear path to additional countries.