As the biggest beer brand in Chile, Cristal has held a dominant market share for decades. Recently that market share has declined. This is partly due to the influx of imported premium beers, partly because of an inconsistent, almost chaotic, brand appearance and partly the growth of a young, urban and sophisticated social culture. Cristal needed to be seen by this group, as well as its traditional base, as the number 1 choice. This presented a unique chance to harmonise the appearance of all Cristal brand carriers.

The brand style was developed, from its conception, to be applicable on a multitude of carriers. The Cristal ‘smile’ and the yellow/green brand colour combination is well known. We created a new graphic signature, using these colours in a new dynamic way. The ‘smile’, logotype and total lock up, was strengthened and made more contemporary. The signature green background was made younger and more lively. This background became the foundation for all communications.

The new Cristal brand was launched in October ’09, and following the launch, the market response has been extremely positive. The new Cristal brand has increased its presence and the new identity makes the visibility stronger and immediately recognisable.