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La Salve, Bilbao’s iconic brewery and part of Mahou San Miguel, continues its evolution with a renewed visual identity system. Honoring its deep local roots and collective spirit, the brand is reimagined through a contemporary lens, one that bridges tradition, community, and innovation to reflect its growing role in the national beer scene.

The identity builds from the brand’s most iconic asset, the “S” of the logotype. Transformed into a dynamic symbol that threads together people, values, and stories, this visual anchor serves as the foundation for a bold, flexible system that captures the essence of La Salve.

Authentic, inclusive, and deeply connected to Bilbao. The use of orange, inspired by the city’s industrial heritage, fire, iron, and energy, contrasts with sophisticated black tones to convey quality and character.

From the visual identity system and curated art direction to motion, packaging, and digital expression, every element was crafted to amplify La Salve’s commitment to sustainability, local sourcing, and social progress. The result is a distinctive and meaningful brand that celebrates connections, and La Salve as a proud reflection of its people and origin.

Audiovisual production by WE ARE CP

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