Mastra Craft Beer
Brand Identity & Packaging Design
Mastra was the first purely brewed beer in Uruguay, joining the world extended wave of small factories dedicated to producing real ales, outside the orbit of large multinationals and industrial products. Like all small breweries, it developed against all odds, fueled only by passion and pride.
In 2013 they realised that change was needed for the brand: new positioning and a new value proposal. The challenge was to recover the value of the handmade and the local as opposed to the industrial and mass. The wisdom of tradition had to be recalled and consumers should be inspired to achieve their own ideals.
The new positioning of Mastra demanded honesty, handmade nature, tradition and rebellion as fundamental values , components of the spirit of a small brewery. That's why the whole construction of the visual identity has a handmade, rustic, direct style, with plain colors, without effects.
The previous design had a strong classic component, more related to the gourmet than to the craftmanship, so the solution was to strip the old logo of arabesques and turn it around to discover the true nature of Craft Beer: malt, hops, water and yeast, the only 4 ingredients in the recipe.
Each style has its own personality that refers to the origin of the style, from the icon to the typography.
1. Let's change the world. Let's start with beer / 2. When the world tells you no, savor your ideals until the last drop