The Story

HOW DO WE ESTABLISH A LOCAL FAVORITE AS A GLOBAL PLAYER?

The Challenge

At home, Sagatiba was the #1 premium brand in a vibrant and extensive category, but outside of Brazil, cachaça was a one-drink wonder – an ingredient in a Caipirinha. Sagatiba’s creator believed that his 'labor of love' could be a serious player in the global premium spirits market and asked us to restage the brand for its global launch.


The Solution

MIX UP A FRESH STRATEGY. We created a brand strategy that celebrated the authentic Brazilian ethos – an appreciation for the infinite possibilities of each moment, and we paired this with modern, sophisticated design elements that portrayed the real experience of Brazil. From this we built a drinks strategy that explored a full range of fresh, healthy, simple drinks – not novelty cocktails. We developed templates and tools that allowed the sales force to create consistent and compelling communications no matter the market. Ultimately, we celebrated with the company when it was purchased by their largest global distributor.

Deliverables

  • Brand Strategy
  • Naming
  • Consumer Research
  • Packaging Design
  • On- and Off-Premise Communications
  • Brand Guidelines
  • Brand Voice
  • Image Library
  • Website