Challenge
Super Bock Group is the biggest beer-producing company in Portugal and it wants to promote a beer culture in the country and around the world, beyond the mainstream commercial keyframe of its top selling Super Bock beer brand.
The Group decided to create a spin-off company that could promote a brewing culture and become a learning project. It should also be a collaborative brand for the production of local beer through a network of partnerships, microbrewing companies and the help of local communities.
Work
Naming. We wondered what makes the brewing community so dedicated to the beer cause and so missionary in spreading its culture. Few communities have such strong human bonds. The brewing community has a fraternity spirit like no other. There’s mutual help, lots of passion, knowledge-sharing, healthy competition, and above all, true friendship. The sense that we’re all doing it for the “beer cause”. Members of the brewing community aren’t just brewers, they’re brothers (and sisters).
Thus, the brand name became Browers. As an homage to this brewer brotherhood spirit. The Brower’s brand would encourage every living person (old enough to drink alcohol) to become a member of the ever-increasing beer community and share its enthusiasm, insights and know-how. The brand’s motto became “brewing for all”, stating that every person in the world can become a brewer if he (or she) wants to.
Visual ID. The members of the brewing community have a sense of pride in crafting their own beers with their bare hands. This was the starting point for our logo: the lettering was created as if carved from a piece of wood or iron by the hands of different community members – reinforcing the idea that this is a collaborative beer brand. Another inspiration was the popular wooden tangram game, which people put together to form specific shapes and challenge their IQ.
Original facility. The Browers Company will have its first facility, Browers Beato, at Beato Creative Hub, a fast-developing and exciting renovated area in Lisbon. The facility is expected to open soon after the Covid pandemic surge is under control. The architectural project is being developed by renowned Portuguese architect and Pritzker Award laureate, Eduardo de Souto Moura.