STRATEGY

This beer has clear functional differentiators: in a market dominated by Pilsners, it inaugurates the Munich Helles. Spaten balances flavor and aromas, and is recognized for its smooth, refreshing, and light bitterness. But a German beer with over 600 years of history has much more to tell; Spaten transcends time.

“Refining your admirable side” was the guiding principle. “Refining” means perfecting and improving: people, qualities, and truths over time. The more time passes, the more refined it becomes. While “your admirable side” brings out the best in each person. It's not about hiding the bad side, it's about stepping outside the ordinary. Thus, with a phrase that evokes the world of beverages, tasting, and palate, we brought an action with attitude to the brand, which has the potential to unfold into experiences and business. Spaten makes people, products, and places more admirable.

With a clear understanding of the product's emotional benefit—instilling confidence by standing out through making the right choices—we developed a ruler brand that is self-assured, engaging, and assertive, possessing the authority of someone who understands the product and a timeless essence.

CREATION

“Highlighting its admirable side” guided and gave consistency to the entire Spaten story. This purpose conceptualized the design principle: Neomedieval through the filter of German precision. Geometries, pennants, and metals are reinterpreted with contemporary scale, rhythm, and synthesis. We value green, off-white, and gold trims that deliver a premium feel, combined with the cleanliness and precision of the contemporary. From the logo, we created Spaten Sans, a typeface that transcends time by varying contrasts from classic to contemporary. We redesigned the coat of arms with an epic character on the iconic shovel that recalls its origin.

In the images, we emphasize heroic lighting. Elements created with logic, refinement, and a balance between classic and contemporary, befitting a brand that transcends time.

The construction of the Verbal Universe emerges to creatively support the purpose and give practical meaning to the attributes of his authentic, timeless, proprietary, and interesting personality. Spaten speaks in a cheerful, confident, and charming way, using linguistic codes that refer to these vocal attitudes, also appropriating expressions that reinforce his historical, festive, and confident appeal.

Through words and manner of speaking, we evoke the wisdom of a brand that has witnessed and played a leading role in numerous historical milestones and has skillfully navigated the centuries, living in the present moment.

Verbal resources emerge to share experiences and celebrations in an engaging way, bringing the tricks that only a storytelling beer has to entertain its listeners: narrating phenomenal and unusual events with vocabulary that transports us to the bar table, embellishing speech with rich details and the right emotion, adding flavor to the climax of each story.

This is the creative recipe for a brand that hones the admirable side of each individual, enabling them to express themselves in a unique way.