Rebuilding a brand without losing its essence is not a simple task. For Cucapá, we found a representative icon, we determined its style and we strengthened its personality. All these defined the spirit of this craft beer, across all consumer touchpoints.
Cucapá is a craft beer from Baja California, Mexico, that grew exponentially.
Now it was time to open their own bars. Cucapá asked Bridger Conway to completely develop their new bars: design, setting, communication and consumer experiences. To achieve this, the inspiration was both the tribe that names the beer –Cucapá tribe– and its territory. Both of these were rich pillars to explore and represented an attractive culture inside and outside of Mexico.
The first task was to find the representative materials for the look & feel, and Baja California was the perfect scenario: wood, stone and iron were selected. The brand’s irreverent and daring style served as the trigger for the eclectic setting inside the POCs. And lastly, a daring tone of voice was used for the consumer experiences.
After six months of work, a playbook was created to implement the new Cucapa bars. How to apply the brand, what materials to use, how to set the interiors, what events to carry out and how to promote consumption, are some of the key questions answered inside.
Advertising and Communication