We were invited by Ambev to rethink the strategic positioning, expand and systematize its universe of language in order to ensure consistency in brand activation and that, in particular, other agencies could have clarity of execution in their communication.

Bohemia is the first beer in Brazil, a brand of origin, closely related to the bar culture. With the passage of time, it ended up distancing itself from its essence. We conducted a survey and we understand that consumers want to enjoy what is good and not just follow what is new. From this insight, we understand that Bohemia should use its own history and tradition as a source of knowledge and empowerment to make people safe to guide their choices through the voice of their experiences. The brand should be faithful to its origins, but without losing touch with the new, the contemporary universe. Bohemia is a "root" beer and exists to show that the path to the future is written in our history. To be authentic is to be true to your roots.

Packaging: Tátil Design
Project: Strategic positioning, expand and systematize its universe of language
Role: Creative/Art director, Graphic designer
With: Leo Massarelli, Leo Tavares, Nicole Rauen
Agency: Questtonó Manyone

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