roots created a way for ambev to compete in brazil’s affordable beer market while strengthening local economies. research in the northeast revealed cassava as a connection between regional culture, everyday life and farmers’ livelihoods. the strategy linked locally grown ingredients with local production, giving each beer a place in the community it served.
for nossa de pernambuco, magnífica do maranhão and legítima do ceará, the identities translated regional visual codes into distinctive logos, packaging and communication. flags, tiles, landscapes and popular graphics expressed a shared sense of origin while giving each brand its own character. the initiative was the winner of fast company’s 2021 world changing ideas award for latin america, recognising its model of business growth rooted in social impact.