esmera de goiás was the fifth beer developed within ambev's roots initiative, which connects regional brewing with local agriculture and culture. made with cassava from goiás, the beer needed a brand that would express pride and belonging through a meaningful connection to the region. research looked beyond familiar stereotypes to understand the values and references shared by local consumers.
the richness of the cerrado and the prosperity of its land informed a positioning grounded in lightness, simplicity and abundance. waterfalls emerged as a powerful image in the local imagination, becoming a central reference for the identity. the strategy and its visual expression were explored through prototypes, connecting the beer to the landscape and to the people whose relationship with the land gives it meaning.
rodrigo santos