How can three of the most significant premium brands of Colombia, Peru and Ecuador get an update? Cerveceria Bavaria asked us that question when they we’re rethinking their POC assets.
COPEC’s unit manages three core-plus beer brands: in Ecuador, Club Premium; in Colombia, Club Colombia; and in Peru, Cusqueña.
So we dived into this project. Our teams of trade strategy, industrial and graphic design traveled to destination in order to: learn more about the brand’s heritage, evaluate materials and collect information from each market’s points of sale.
After that, the first step was to establish the design principles. In the three projects it was about modernizing and refreshing it by bringing back typical elements of the country’s culture.
This allowed us to define which assets to develop, set up materials and sketch the first drafts. For main materials, there were selected two types of wood: textured black-dye wood (which gave premiumness both to Club Colombia and Club Premium) and clear rustic wood (which provide warmness to Cusqueña). Pre-Columbian ancestral elements were chosen for Cusqueña and Club Colombia, and handcrafted resources for Club Premium.
After 7 months of work, the results were three manuals (one for each brand) with a total of 75 materials with their technical drawings, organized according to their own market’s POC strategy and segmentation.