To develop the new visual identity (packaging design and activation materials) for the Special Edition of Bavaria Premium beer in commemoration of the 200 years since the arrival of the Portuguese Royal family in Brazil.

But, once the packaging had been created, we could not just repeat the same graphic solution for the POS material.Considerations:- To develop a highlighting and creative packaging design, which clearly stands out at POS;- To maintain the core codes and premiumness;- To communicate that the brand honours the 200 years;- To adequately take advantage of the impression limited techniques.

For the graphic solutions, we started with the concept that the new packaging should have a 'Royal' design, as if the Portuguese Royal family was really endorsing them.

Based on iconographic research and historical references, we created cans that brought icons once used by the Royal family, with handwriting types - like an antique parchment signature - and a 'Royal Seal' that identifies the Commemorative Edition and communicates the importance and premiumness of the pack version.The idea of the new packaging design has evolved into a campaign at sales point, in which we developed all promotional material, with its theme inspired by the Portuguese traditional glazed tiles, specially designed by our time.

The campaign celebrating the 200 years of the arrival of the Royal family in Brazil was a success and the proof of that was a second edition of Bavaria’s can, named as “Latinha do Fico”* (“The Stay can”).

We created a specific text, interacting with Bavaria’s beer consumers: “You ask, it stays”. The new visual identity allowed Bavaria to reinforce its Premium brand and turned out to be an innovative and integrated communication.* “Fico” (“Stay”) expression: refers to a Brazilian historical fact in which the Portuguese prince D. Pedro refuses the orders of the Court to come back to Lisboa and stays in Brazil.