Responses by Panzer Pulpo and Geada Negra Brewery
Background: The goal of the poster campaign was to celebrate International Day of Rock ’N’ Roll, and introduce the brewery as a modern and a distinctive brand. The target audiences were women and men between the ages of 35-50.
Reasoning: Many beer brands talk about the harmonization between beer and food, so we wanted to use a different kind of harmonization: beer and rock and roll. For each style of beer, we created a specific playlist on Spotify, so people could drink a good beer and harmonize with great rock bands.
Challenges: Creating harmonization between beer and music. We had to study all aspects of the six styles of beer and rock bands to create a bond between them. For example, IPA’s style is strong and bitter, so we looked for heavy metal bands to harmonize with IPA. WitBier is a more sweet, cheerful beer, so we harmonized it with alternative rock and indie.
Favorite details: The art direction and the details. The best detail is the harmonization between the beer styles and playlists. This gives a greater meaning to the project than just art and great Photoshop.
Visual influences: We tried to work the art direction into a darker grunge style with this classic rock and roll face. This was essential to highlight the colors of beer labels. We weren’t looking for styles that followed guides or straight shapes, but something that followed the craft line, was handmade and stripped-down. The work was influenced by Bruno Regalo, a great art director whom we respect and like the work of.
Alternative approach: Creating the playlists only with Brazilian bands. Geada Negra Brewery is from Brazil, and the fauna of the country serves as a label for all the six styles. If we could do everything within the culture of the country, it could have a different result.