Cristal Beverage Packaging Design
Jump creates a sleek, energetic packaging design that brings the sounds of Cuba to the Cristal brand
The Cristal beer brand had been losing market share for two years due to an aging consumer base and stale brand image. Cerveceria Bucanero needed a branded program that would resonate with a younger audience. In an attempt to win back consumers, they created the El Son de Cristal concert series promotion for their flagship brand. It involved a nationwide battle of the bands competition with preliminary round concerts in each of the 14 provinces and the grand final taking place in Old Havana.
Jump first developed a logo for the program that featured a distinct and sleek type treatment surrounded by graphics evocative of sound waves. We created the image of the Cristal beer bottle with the speaker in its base as the pillar of the campaign in order to bring energy to the brand, and to highlight the clear connection between Cristal and the sounds of Cuba. The El Son de Cristal brand was featured on all marketing material that Jump designed, including Cuba’s first ever promotional beer carton.
The El Son de Cristal concert series was a great success, hosting over 20 concerts across the nation during the summer of 2005. The youthful energy of the promotion and its visuals provided a new, revitalized face for the Cristal beer brand.
Cristal Beer Packaging Design
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