Elmwood has designed a new brand identity and positioning for Ecuadorian beer Biela
Elmwood, the global brand and design consultancy, has partnered with Ecuadorian beer Biela to refresh its visual identity.
Part of HEINEKEN Ecuador, Biela’s new identity highlights its philosophy that it doesn’t just brew beer, it brews bonds, with the new positioning, ‘Friendship as Alchemy’ reflecting this ethos.
It connects the craftmanship at the heart of Biela’s brewing process with the range of friendships that represent modern Ecuador.
Justin Fines, Executive Creative Director at Elmwood NY, said: “We wanted to create a new brand identity that could help Biela compete more effectively in a competitive category. At the same time, it honours Biela’s heritage and its appeal as a mainstream, accessible beer.”
As part of the work, Elmwood designed new brand assets including a new logo, 4-colour palette, custom typographic system, RTB iconography, brand pattern and “flag” graphic device, and an updated imagery style.
The new assets, now live across pack, in-store, out-of-home and social, are designed to strengthen Biela as an easy-drinking beer for celebrating life with friends.
Pamela Ormaza, Senior Brand Manager at Biela, said: “Working with Elmwood has been a truly enriching journey. They modernized and refreshed the design while staying true to Biela’s roots in Ecuadorian culture, creating a distinct, ownable future for the brand. The collaboration, openness and commitment from everyone made this project a great experience from start to finish.”
Source: Elmwood
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