Practically every brazilian craft brewery have its positioning guided by products. As for the mainstreams are fully grounded in emotional, both contemporary and traditional. Thus, an opportunity for differentiation was found, leading to craft brewery to the emotional quadrant, while of course, talking about the product. Modern, with emotional aspects, while being a handmade (product).
The brand was thought to be different from the category, from the positioning to the design. Differently from the competition, this beer has a typographic visual identity with friction elements on its logo. The use of dark backgrounds contrasted by the magenta color also helps to differentiate it in the craft beer segment, what adds authenticity and modernization, at the same time, a classic aspiration of an premium/gourmet product. Its 2 sub-brands use freak characters to amplify the concept. Their colors, icons and info carry consistency and remembrance to the consumers.
“Good product in a freak way. Because, in a world where so many people looking to follow the same pattern, being different (a.k. “freak”) is what drives and fascinates this brand. We are crazy for the new! The exotic encourages us, the different seduces us. With so many possibilities in life, why to be like everyone else? Better off being abnormal, being freak. Over the craziest adventures of life it is very crazy to think that what else the equals is exactly the fear of being different.”