Young, strong and democratic. Backbone brewery comes to the shelves ready to break boundaries between craft and mass market beers. The craft beer market in Brazil is very recent and small, so the partners saw an opportunity to fill the gap between the new and expensive breweries and the big old established ones. We were responsible for the strategy, naming and visual identity, in order to create a brand that looks bold and innovative for young customers, but could also be perceived as well-structured and reliable by more mature audiences.
The symbol we designed to identify the brand is simple and strong: a sharp B with a bone inside. GT Sectra by Grilli Type was chosen as the primary typeface of the visual identity, especially because of its beautiful curves and sharp angles, balacing reliability and quality. For the logotype we modified Sectra into a “sans” version.
The labels really needed to catch the eye on the shelves. So we chose a simple background with a pantone color to identify each beer. Since the letter B is so present on the brand name, we decided to use it to tell apart the labels. Each B is designed especially for the label it is on, telling the origin of the beer style.
On the beer label, the ber name is paired with information set in Motiva Sans by Plau.