modelo especial

Research, Strategy, Verbal Identity, Logo, Visual Identity, Packaging

modelo especial was preparing to enter the brazilian market with ambev. the task was to make the mexican beer relevant to local consumers while retaining its established character. its existing identity provided the starting point, with the challenge lying in how to present the brand and communicate its value in a different cultural and commercial context.

a strategy and design sprint brought positioning, visual expression and communication into the same process, using prototypes to test and refine the proposed direction. the "pure malt" message gained prominence for its relevance to brazilian consumers' perception of quality. a complete brand guide organised the resulting language and applications, supporting the launch with a consistent presentation that preserved the beer's mexican origins.

client: ambev · modelo especial
year: 2018
my role: design
office: questtonó
sector: food & beverage