Brand Identity and Packaging for Biela Beer
Biela’s old shield becomes a flag for friendship.
Elmwood rebuilt Biela’s brand identity and packaging around Friendship as Alchemy, connecting the Ecuadorian beer with shared rituals and personal relationships. The system amplifies the logotype inside a flag-shaped device evolved from the brand’s original shield. Beyond holding the name, the flag frames photography, carries text and links packaging with outdoor communication. A restrained palette of Blanco Helado, Biela Black, Oro Puro and Plata Artesanal replaces visual clutter, while a radiating sunburst extends the alchemy theme. Bespoke pack icons communicate product credentials. Photography direction emphasises golden-hour warmth, candid movement and unconventional framing, with hands used as signs of connection. The approach updates a longstanding brand through a flexible graphic asset and a consistent view of friendship, rather than relying only on conventional beer heritage imagery.
Insights
- The flag evolves from Biela’s existing shield, preserving a link to the old identity while gaining new uses as an image frame, text carrier and packaging anchor.
- Friendship as Alchemy connects the social experience of beer with transformation through shared moments. The sunburst gives that organising idea a recurring graphic expression.
- Photography uses candid movement, warm light and unconventional framing. Hands act as visual signs of connection, keeping the focus on social moments.
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