La Salve
The spirit of connection. Brewed for all.
From local legend to national ambition: bridging heritage and growth.
La Salve, an iconic brewery deeply embedded in Bilbao’s local tradition and collective spirit, holds a special place in the hearts of its community. As a proud part of Mahou San Miguel, the brand found itself at a pivotal moment: an evolution was underway to reflect its growing presence within the national beer scene.
The challenge was delicate yet formidable. How could La Salve reimagine its brand to project a contemporary, innovative identity that resonated on a broader, national scale, all while honoring its profound local heritage and without diluting its authenticity or deep ties to the community? The brand needed to evolve beyond a local jewel to become a national symbol of quality and connection, without losing the very essence that made it beloved in the first place.
Cultivating connection: brewing local spirit for a national audience.
We identified a unique opportunity within La Salve’s DNA: its inherent collective spirit and commitment to community. In a market often driven by mass production, there was a clear desire for brands with authentic stories and genuine connections.
This presented a chance to elevate La Salve’s local soul into a powerful, universal proposition. By tapping into the symbolic power of connection -between people, places, and shared moments- La Salve could transcend its origins to become a beacon of authenticity and quality for a national audience. The opportunity was to transform its iconic “S” into a dynamic emblem of this very connection, making La Salve not just a beer from Bilbao, but a beer that brings people together, embodying a truly inclusive spirit, brewed for all.
The spirit of connection.
Brewed for all.
Our Unordinary Idea transforms La Salve from a cherished local brewery into a powerful national connector. “The spirit of connection. Brewed for all.” is a manifesto that elevates La Salve’s inherent collective spirit from Bilbao into a universal call for shared experiences. This isn’t just about heritage; it’s about making heritage relevant and accessible. It positions the brand as an active enabler of community, belonging, and authentic moments, pushing against the expected trade-off between local identity and national presence. By asserting that its genuine, community-rooted spirit can be savored by everyone, everywhere, La Salve becomes more than just a beer; it becomes a symbol of unity, crafted with authenticity and a true reflection of shared values.
The iconic S: a dynamic symbol of shared experience.
To embody “The spirit of connection. Brewed for all.”, we crafted a revitalized visual identity centered around the iconic “S” from the logotype. This “S” was transformed into a dynamic, flexible symbol of connection and community, weaving together people, places, and La Salve’s core values.
- Dynamic brand identity system: Built as a bold and flexible system, the identity ensures cohesion across diverse applications while allowing for expressive interpretations.
- Bilbao-inspired palette: The core color palette draws directly from Bilbao’s industrial heritage -fiery orange leads, contrasted with sophisticated black tones. This conveys both raw authenticity and premium quality, reflecting the city’s energy and craftsmanship.
- Sensory art direction: From packaging to digital experiences, the art direction emphasizes warmth, vibrancy, and a tactile sense of community.
- Values-driven expression: Every brand touchpoint, from the bottle label to online content, communicates La Salve’s commitment to sustainability, local sourcing, and social progress, making its values tangible.
- Packaging as storytelling: The packaging design utilizes the transformed “S” and vibrant palette to communicate La Salve’s essence instantly, inviting consumers into its world of authentic connection.
This comprehensive creative solution positions La Salve as a brand that is both deeply rooted and dynamically forward-looking, ready to foster connections on a national scale.
A new era of authentic connection: elevating heritage, expanding presence.
Audiovisual production by WE ARE CP
SERVICES
- Identity
INDUSTRY
- Food & Beverage
BUSINESS NEED
- Relevance