When Madrí Excepcional was conceived in 2011 by innovative brewer La Sagra brewery, it was to give the citizens of Madrid a contemporary crafted premium lager they could call their own. In 2021, Molson Coors successfully launched it in the UK On-trade, and they then tasked Buddy with creating the entire packaging solution and refining the overall brand identity for its high profile Off-trade debut. Bringing our extensive beverage expertise to bear, Buddy has leveraged every aspect of the existing identity: from skillfully reshaped lettering, label details, and embossings, to bottle structure and secondary packaging. Standing centre stage of the whole design is the ‘Chulapo’ – a neighbourhood folk hero whose distinctive attire has become the patterned heartbeat of the brand. We have proudly brought this character to the fore; re-drawing him from scratch to give him the crafted prominence he deserves. We’ve also given him a defined place to sit, integrating him with the logotype so that the two work together as a whole. We’ve even used the houndstooth pattern on the bottle cap, challenging the unspoken establishment rule of logo on top. This much-loved world beer of Madrid now has the distinctive livery it deserves and, at last, looks as excepcional as its taste.