Ambev

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NOON is the first Brazilian brewery of ZX Ventures Brasil, an Ambev fund for innovation and acceleration, 100% dedicated to producing non-alcoholic beers*. Its innovative fermentation process guarantees the taste and freshness of a premium beer.

To make the brand come into being and gain market share with a consistent narrative, we worked together with the copywriter Renata Monteiro (Criatexto) and ZX leaders in an immersion process that sought to better understand the product, the market, the public, and the challenges of the project.

CHALLENGES

Our biggest challenge was to launch a non-alcoholic beer deviating from the ready-made ideas associated with the market category, which generally indicate poor flavor and lack of fun.

To fight these prejudices, we focused on highlighting the beer benefits, above all, not giving too much importance to alcohol-free in the narrative. The positioning invites people to live the best of life at any time, propelled by the phrase: “The possibility of experiencing more possibilities”.

In the tagline (“A toast to the good life”), we explore the idea of living in an open, free, curious way – words that also define the brand personality and its tone of voice.

After that, we started to create its name. The truth is that NOON goes way beyond a name. It is a concept. The symbol of all that is yet to be lived: noontime, the sun is at its peak, everything shines more intensely, the city vibrates with events, and life moves at full steam.

NOON's self-confident, lightweight essence comes to life in the visual identity, which starts with a simple, yet confident logo. The shape of the letter O works as part of the visual architecture, outlining its symbol or organizing elements and masking photographs. Two expressive typefaces (Graf and Plakat) were chosen to interact with minimalist compositions and complete the visual system.

RESULT

Part of a transformation movement and a market with a 2-digit global projection for the next 10 years, NOON arrives to expand the way of consuming beer. We created a confident and engaging universe that embraces the possibilities of today and those that are yet to come.

*NOON is a beer classified as non-alcoholic but, due to its fermentation process, it contains an alcoholic residual value of up to 0.5% v/v

CREDITS

Design: Papanapa

Creative Director: Gustavo Garcia

Designer: Lucas Rodrigues

Positioning & Naming: Renata Monteiro

3D modeling and animations: Danilo Garcia

Photography:

Executive Production: Mirar

Directed by: Isabella Jannotti and Mayra Pereira

Production: Fani Amarante

Plateau: Attila Piologist