The work translated into a new consumption opportunity for Original beer in a can
How do you bring Brazil’s most traditional boteco (neighborhood bar) beer into home consumption? In this creative challenge, our partnership with Ambev translated into a new consumption opportunity with the creation of the Original beer can, which expanded the brand’s offer in the market.
User-centered design
In a scenario where beer drinkers find an enormous variety of products, their favorite brands must be accessible both at the bar and on supermarket shelves. This improves the user experience and builds loyalty to the brands, because it creates more opportunities for people to buy them again.
Creative solutions
Our strategic challenge was: what is the best way to bring home a beer so traditionally associated with the world of bars? The design of the new Original can had to connect with the brand’s identity, conveying the codes and symbols of boteco tradition.
We held an immersion with suppliers together with the Ambev and Questtonó teams to identify the possibilities for developing the new can. We mapped visual codes and symbols of boteco culture, and also ran qualitative research in São Paulo and Recife to understand consumers’ perception. From this information, our product and graphic design teams rolled up their sleeves to incorporate these learnings into the final delivery.
We arrived at a proprietary design for the new Original can, as well as a secondary pack. The format presented brings a functional differentiator, while still recalling the visual codes of the bar that users are used to. The delivery completes the Original brand universe: a traditional, democratic and Brazilian beer.
