Gauden Bier new visual identity

In 2021, Gauden Bier, a brewery with a deep connection to Curitiba, took a bold step in its visual and verbal communication. The new identity was carefully crafted to celebrate every unique aspect of the city, bringing even more personality and joy to the brand.

The concept “Live with happiness” is not just a slogan, but a celebration of the Curitiba way of enjoying life – whether it’s embracing a cloudy day or savoring the silence in a crowded elevator. The campaign reflects these everyday nuances, connecting Gauden to the local lifestyle in an authentic and symbolic way.

A Visual and Verbal Transformation
The brand’s entire visual identity was revamped: from photography to typography, icons to labels, down to the finest details, such as coasters and tap handles. Every piece was meticulously crafted to ensure that all elements of Curitiba were authentically represented. Even the city’s iconic sidewalk designs were incorporated.

The aim was to create a comprehensive visual identity that directly and symbolically translated the essence of Curitiba. Gauden not only modernized itself but also solidified its position as a brand that truly understands and values its audience’s unique characteristics.

A Toast to the Curitibano Way of Happiness
The campaign accompanying the new identity explores these distinctive moments of Curitiba happiness. The phrase “Some happiness is made for Curitiba. Gauden is one of them.” perfectly encapsulates the brand’s spirit: celebrating the small pleasures that make life in Curitiba special.

From T-shirts to point-of-sale graphics, bottle labels to beer glasses, Gauden stamped its new identity everywhere. And the audience responded, recognizing the brand not only as a beer to enjoy but as a symbol of happiness – in a way only a true Curitibano would understand.