esmera de goiás is part of ambev's roots project, which connects new beers with local production chains and regional culture. made with cassava, the brand brings together the abundance of the cerrado and the agricultural roots of goiás.
local research explored that culture beyond its familiar stereotypes, identifying lightness, simplicity and pride of belonging as central themes. we used those findings to shape the brand's purpose and develop its visual identity through prototyping. a reinterpreted waterfall symbol expresses the richness of the land, giving the packaging and wider brand language a common reference. the result is an invitation to value what grows from the cerrado's soil and communities.
rodrigo santos