Brasilberg Barista | Bitter coffee

ABOUT

This project was developed in partnership with Underberg Brazil’s marketing team in response to a market opportunity: to bring Brasilberg closer to a growing area of consumption by connecting the tradition of bitters with the worlds of coffee and cocktail culture.

Made with Arabica coffee and tonka bean, the product already offered a distinctive combination of flavours. Our challenge was to transform this characteristic into a brand expression capable of communicating its positioning clearly and contemporarily.

Within this context, we worked with the company to create the name Brasilberg Barista and its visual language.

SOLUTION

The solution began with the need to bring together two distinct worlds: Brasilberg’s heritage and Brazil’s deeply rooted coffee culture.

Traditional Brasilberg, made from Amazonian herbs, features a bottle, graphic elements and details predominantly in shades of green—a characteristic closely associated with the Underberg brand identity. Applying the same visual language to the new product could have resulted in insufficient differentiation and made it more difficult to identify at the point of sale.

We therefore selected a vibrant orange as the primary element of differentiation. The colour gives Brasilberg Barista a more energetic and contemporary presence, while the bottle’s natural amber hue and the label’s various shades of brown introduce a visual connection to the world of coffee.

The composition was designed to contrast with the green of traditional Brasilberg without departing from the brand’s established visual architecture. Orange, amber and brown therefore form a distinctive palette for Barista, balancing differentiation, recognition and an immediate association with its new consumption territory.

The name Barista became the point of connection between these worlds. Developed in collaboration with Underberg Brazil’s marketing team, the identity transforms this connection into a distinctive visual expression, presenting the product as a new addition to the portfolio without breaking from the brand’s heritage.

RESULT

The result is a new expression of Brasilberg, developed in response to a market opportunity and brought to life through a powerful name and an authentic brand identity. It brings Brasilberg closer to the worlds of coffee and cocktail culture while opening up new consumption occasions.

The colour palette also supports this strategy. While traditional Brasilberg is recognised by the green associated with its Amazonian herbs, Barista gains its own distinctive signature through orange, amber and shades of brown, strengthening its differentiation and visibility at the point of sale.

For Blend Strategy, Brasilberg Barista demonstrates how a market opportunity can be transformed into a relevant brand proposition through close collaboration with the client’s team.

Important: The project presented in this case study is an official project developed for Underberg Brazil; however, it does not correspond to the final version approved by the client. This presentation faithfully reflects the work developed and its authorship, but it does not represent the final execution currently used by the brand.