Portuguese beer brand Sagres is set to shake things up by relaunching its portfolio with new packaging and visual identity. Following a creative and strategic pitch Bulletproof were appointed by brand owner Sociedade Central de Cervejas e Bebidas SA in March 2016.
Originally created for the 1940 Portuguese World Exhibition, Sagres was named after the 15th century village which marked the casting off point for intrepid Portuguese explorers to the new world. This pioneering spirit and boundless ambition remains at the heart of the brand today, with Sagres now the market leading beer brand in Portugal.
Always innovative, over the years Sagres had expanded its portfolio to match consumer needs with new formats, styles and flavours such as Mini, Preta, Sem Alcool and Radler. But the packaging and visual identity didn’t reflect the true quality and brewing expertise of the brand and needed urgent modernisation.
Sagres was also facing intense competition within the Portuguese beer market, which had become crowded and fragmented with an influx of international and craft brands. Bulletproof was briefed to help Sagres reconnect with Millennials by reinforcing the brand’s DNA of Portugality, quality and conviviality.