Cruzcampo Visual Identity and Packaging Redesign

Cruzcampo was founded in Seville in 1904 - the first brewer to be based in the south of Spain, established with the ambition to brew beer that would retain its quality flavour even when served at the sub-zero temperatures demanded by the heat of the southern sun. The beer itself is made with only high-quality ingredients. But the brand’s quality perceptions had been eroded over the years and its appeal diluted by a portfolio that lacked cohesion or a clear product strategy. Cruzcampo needed to get back in touch with a young adult audience to reaffirm its place as a relevant brand with quality, flavourful beers to enjoy. Entrusted with a brand with such a strong local history, our first steps were an in-depth market immersion and a raid on the Cruzcampo vaults, revealing a rich visual history which inspired us to root our brand redesign concept in the brand’s heritage. Our ‘Timeless Charm’ brand world idea was supported with design principles anchoring Cruzcampo in Andalusian pride, craft-like originality and authentic charm. We brought these to life through a re-illustrated Gambrinus character and hand-drawn Cruzcampo logotype – both inspired by the vintage mosaics and signage we’d seen at the Cruzcampo factory. We teased the launch of the new visual identity with a six-week Limited Edition packaging campaign, celebrating Cruzcampo’s visual history with vintage pack designs from 1910 to the present. Then we launched the new identity itself on core packaging, with on- and off-trade communications support.