Spaten Fight Night

Spaten Fight Night was born to keep the tradition of boxing alive, honoring the history of the sport and the legacy of Anderson Silva. In 2024, boxing was being popularized by fights between influencers, but without the same training and technical quality as professional athletes, which moved away from the true martial roots.

To honor the history of boxing without seeming outdated, Spaten, a beer created in 1397, decided to create its own fight franchise, where the past and present coexist. This union was present in the fight cards and the visual identity of the project, which celebrated the golden age of boxing in the 1960s, mixing retro elements from classic gyms with a modern approach.

The graphic design reflected Spaten’s timeless journey, respecting tradition and identifying with the present. The bridge between the past and the present was given by Spaten’s history, and the entire visual system was derived from the pennant, an icon of the brand that inspired proprietary geometric shapes.

After defining the logo, the identity expanded to materials such as posters, TV graphics, and signage, always dialoguing with Spaten’s rich heritage. With graphic textures and on-site applications, the event’s decoration reinforced the Spaten Fight Night identity, providing an immersion into the classic boxing universe.