Creative Director: Felipe Bernardes Amaral
Strategy and Verbal Universe: Natália Athayde Porto
Designer: Bianca Groff
Designer: Camila Sanzi
Designer: Pedro Kaiser
Illustrator: Asdrubal Fabris
Photographer: Isadora Aquini
3D: Renan Stein
Project Type: Produced
Product Launch Location: Brazil
Packaging Contents: Craft Beer
Packaging Substrate / Materials: Aluminium and Cardboard
Printing Process: Digital Printing
A brewery with very clear roots: the soil.
Located in a rural area, the Fil brewery produces its own inputs and is one of the only companies in the country with its own hop plantation. However, despite its differentials, the brewery did not have a consistent strategic base, resulting in difficulties in sales and communication with the public. So the brand went through a strategic work in order to express its essence more effectively.
From this scenario, the company’s purpose became clear: the brand believes that living well is cultivating the relationship with the world we inhabit and with the people around us.
As a strategy to reinforce the brand’s value proposition, the “Lupulo & Fil Festival” (Hop&Fil Festival) was held, which aimed to gather friends for a collective hop harvesting experience at the brewery’s farm. This event resulted in the launch of two beers of the brand in a limited edition format.