Off the beaten path, into every hand.
Results
A brand born bold, adopted everywhere.
Brasa launched not as another beer, but as a cultural movement. Bold visuals, an inclusive message, and relentless presence turned a newcomer into a local staple that still resonates three years later.
Island-wide
Murals, billboards & radio presence
0%
Beach club adoption across the island
3+ years
Campaign still resonating post-launch
Multi-island
Expanded to Bonaire & the Netherlands
Challenge
A new beer in a market where everyone already has a favorite.
Too many options, not enough differentiation
The local beer market was packed. Competing on taste or price alone wouldn't cut through. Brasa needed something completely different to earn a spot on the shelf and in people's hands.
Island cliches were the easy route
Palm trees, bikinis, sunsets. Every beer on the island leaned into the same tired imagery. Blending in with the crowd was the fastest way to be forgotten.
One beer, many audiences
Brasa had to speak to locals, tourists, neighborhood sneks, and beach clubs alike. A single message wouldn't land with everyone, so the brand needed built-in flexibility.
Process
A rebellious personality built to flex across every touchpoint.
Break the mold with bold illustration
Instead of defaulting to tropical photography, we created a visual world of eye-catching, colorful illustrations that felt nothing like the competition. Brasa looked different because it was different.
One slogan, infinite variations
"Un Brasa pa tur" (A Brasa for Everyone) became the campaign backbone. It flexed into "A Brasa for Punda," "A Brasa for Bonaire," "A Brasa for the Queen," making every community feel included and spoken to directly.
Show up everywhere, all at once
From murals on street corners to billboards, radio spots, retailer signage, event design, and apparel, Brasa saturated the island. The brand didn't trickle in. It arrived.
Solution
A beer brand that speaks every language and fits every hand.
A commercial that sounds like the island
A custom song blending multiple music styles and languages brought Brasa to life on screen. Featuring local landmarks and diverse faces, it embodied the promise: a local beer that speaks all languages, including Papiamentu.
Retailer adoption that spread like wildfire
Beach clubs went exclusive. Neighborhood sneks added Brasa one by one. Supermarkets followed. Each new colorful sign at a vendor became another proof point that the brand had earned its place.
Lifestyle over labels
Photography captured real people in real moments. No cliches, no forced diversity. The imagery told an inclusive, timeless story that kept the brand feeling fresh years after launch.
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