Turning cultural behavior into a brand strategy

Think local, act global

Combining a global mindset with local knowledge, we created a brand strategy framework for new, regional beer brands

Due to this project, 213 families are now producing cassava that is largely used as raw material for production process

The Roots project is a successful brand strategy example  in which we developed new regional Ambev beer brands.This is a real world example of how we accelerate new businesses inside big corporations using a product &  brand strategy framework 

So far, the results have been outstanding: more than 3 million BRL revenue for small farmers that would not even farm the root before this initiative.

Through a mix of diverse skills that go far beyond visual identity, we also developed a systemic brand strategy to deliver meaningful and concrete results. 

In this case, we developed a strategic framework for Ambev brands using agile methodologies to compete in the low price category for beers in different Brazilian Northeastern regions. 

Ready to find out more about this beer case study

Stay tuned for the next lines! 

Developing the brand strategy for regional beers

Our Research & Strategy team conducted in-depth ethnographic research in places like Recife and Caruaru to identify unique opportunities for beer brands that dialogue with local cultures.

During our research, we saw the impact cassava has in the daily lives of people in the region in terms of work and income.

Enter the brand strategy framework

With this insight, we developed a product strategy that would use cassava as a main ingredient in beer that would be locally produced using cassava from local farms and  be integrated to Ambev’s beer list.

We also used visual codes inspired by behavioral patterns of the regions that became pillars of the brands visual identity and thus, contributing to the whole product brand strategy. 

After the success of the first launch, this effective brand strategy example has been replicated in 2 other regions with more in the pipeline. 

An ever growing family of Ambev beer brands is born!

By disrupting the production line, we created an authentic and democratized brand strategy framework, that is, a platform for Ambev that empowers people in these regions – and we’re excited to see how it’s replicated in new markets! 

How to develop an effective brand strategy?

Whether you need a brand strategy to increase market share like this brand strategy framework, develop a new positioning, expand globally to boost sales without losing its brand identity, or even to create a successful packaging design, the good news is: we can help you.

Questtonó is a cross-disciplinary team of designers, engineers, researchers and strategists who identify unique market opportunities based on people needs, and cultural trends with  the ability to design & develop ready-for-market products, services, and experiences. We do this by developing  physical and digital products, brands and services in a systemic and integrated manner. 

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