Itaipava

Itaipava was founded in 1993, and is a well-regarded beer brand in Brazil. After acquisition by Grupo Petrópolis, FutureBrand was engaged to update the visual identity for the brand.

In 2015, FutureBrand created a new positioning for Itaipava. The goal of the project was to reinforce the brand personality and bring their customers closer together.

In 2017, we created new identities for the premium, malt beer and alcohol free ranges.

In order to utilise Itaipava’s new personality, we developed a new identity which is capable of connecting all of their product lines, whilst still being impactful and unique. To crown these new changes, a new brand icon was created: a visual symbol which works as an Itaipava signature; symbolising a milestone for the cherished Brazilian brand.

Itaipava’s new identity puts the brand ahead of the status quo in its category and generates impact and interest on all brand touch points.

"The change is not only on the packaging, but also in the positioning, to build a forward-thinking and respected brand for the future" – Guilherme Ascênsio, Brand Manager of Grupo Petrópolis

"The FutureBrand team have demonstrated the same passion and devotion that we use to produce Itaipava everyday" – Mauro Piva, Project Manager of Grupo Petrópolis