In an increasingly competitive craft beer market, independent French brewery, Montaner Pietrini has launched Se Canto (“If it sings”) – a new craft beer brand designed to capture the identity, culture and character of the southern Occitania region.
Brewed and bottled in Vendargues and now available in bars, restaurants and retail outlets across France, the range – comprising an IPA, Blonde and Wheat beer – responds to growing consumer demand for brands with authentic regional roots and distinctive stories.
Montaner Pietrini partnered with international branding and design agency Lonsdale to bring Se Canto to life.
Drawing on the narrative of Se Canto: a centuries-old song considered the unofficial anthem of Occitania, Lonsdale developed a contemporary brand platform and language inspired by the imagery of heritage and belonging.
The Hoopoe bird – common to the South of France and easily recognisable by its distinctive crown of feathers – is the heart of the identity. The bird motif references the original Se Canto song, in which a bird carries the voice and message of separated lovers.
Lonsdale created the complete visual system, including a hand-drawn logo, expressive typography, a stylised Occitan cross, and a colour-coding system that structures the range to aid navigation on shelf while maximising visual impact.
“The challenge for us was to create an immediately distinctive brand that carries a strong cultural identity, while remaining clear and effective on shelf,” explains Olivier Guicheteau, Creative Director at Lonsdale. “As the craft beer market continues to grow, and global breweries enter the market, smaller brands with a strong connection to place can make their own mark.”
Source: Lonsdale
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