Rebranding to communicate a new formula and line extensions

By Julio Ferro

 
 
 
 
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The challenge

Cerveza Panamá needs to define and build the identity of its brand’s assets

Answer

The new brand identity and its application was defined and redesigned
  • A flexible packaging design was created for use on bottles, cans and multipacks
  • The design for activating digital communications over printed communications was extended

Results

A brand of national pride linked to its traditional symbols which increases its perception of quality
  • The new brand identity makes use of national symbols such as the Bridge of the Americas, the national flower, the national dress and carnival characters
  • The design made connections to other national activities, such as the baseball and carnival festivals
  • Turnover has increased since its launch and the new brand extensions were defined under the criteria of brand architecture