Brasa Beer was introduced in Curaçao by a local consortium of business owners. The introduction of a completely new beer brand in a highly competitive market where customers are overwhelmed by the quantity of options presents a significant marketing challenge.
We took a holistic look at beer consumption and started at the top. Our first goal was to define Brasa’s brand based on its personality, its offerings, and what space it wants to occupy in the highly competitive beer world. Starting from scratch, the brand was carefully constructed, from the brand story, and brand design to execution. Today, ongoing creative works include concept development, storytelling, graphic design for visual communication across both traditional and online media, and video & ad production.
The goal was to create maximum visibility and maximize retailer sales and exposure. Both targets were met within the first three months of launch thanks to the creation of a catchy slogan, custom imagery that gave the brand significant visibility in all the right places, and short video commercials that stuck in the public consciousness. The brand has seen a high rate of sales across the island, including all major supermarkets, beach clubs, and restaurants. It will also soon be expanding to Bonaire and the Netherlands.