Campaign Visual Identity
Petra beer needed to establish its brand in the market as a 100% Brazilian beer, made with national ingredients in local breweries.
To do so, we were inspired by typical Brazilian behaviors to present the brand's new positioning: “The beer that is so like us”.
So, we created a campaign that connects with people by showing typical Brazilian habits, like playing matkot on the beach, putting ketchup on pizza, or even turning the caramel mutt into a national icon.
The entire visual identity of the campaign was designed to translate these moments in a relaxed and irreverent way, bringing another layer of relationship with the Brazilian public.
![](https://freight.cargo.site/t/original/i/e7bf94a0518b2a9edf075f26004a6d79fb05a84e6a58534709db52e723a430f8/KV-mto-a-gente-1-BR-horiz.jpg)
![](https://freight.cargo.site/t/original/i/2420f637cc4645e17730e647a542a57c0355f9b8eb264115448eff98dc61dcd9/KV-mto-a-gente-BR-2-horiz.jpg)
![](https://freight.cargo.site/t/original/i/182efbda7c91ace3b0901cb2d501b8c77a6a579478a24cede33c0e67dcb0224d/AF_CALCADA_SP_0827_13hs.gif)
![](https://freight.cargo.site/t/original/i/832dd805704c638200ca674d46120f6d172e266f1bacfaa8f0d4a2a0fdbebd6f/AF_KARAOKE_0809_17hs.gif)
![](https://freight.cargo.site/t/original/i/cd04e87ea4145cb44d358e62a4b6cba495f50a22f19aa61b9818ffa7f7e80a9e/AF_KETCHUP_0903_18hs.gif)
![](https://freight.cargo.site/t/original/i/c4d44e6531eed7db28047a68558ea278ec10227fe83a6f7a2962579c6b0dfcf9/AF_MACACO_0830_21hs.gif)
![](https://freight.cargo.site/t/original/i/d8bb235d1cd5f4d5ebfb35acb7831a7a2e7d9e1b1c89038ee4261da524e914c3/AF_ELEVADOR_0830_19hs.gif)
![](https://freight.cargo.site/t/original/i/254d2da2a2c74ec6509e9dd8c63cc36ae19624b49a3c39d22dabf125c5fae0ed/AF_FOLHAS_0827_11hs.gif)
![](https://freight.cargo.site/t/original/i/65d5ac41234112e7e0072b1ab8be8ae34fb4c9cf8308792c082a6a05862c3d52/AF_BIKE_0820_15hs-2.gif)
![](https://freight.cargo.site/t/original/i/d7d2f3689be3c9c7b3b7514e537a54d6d64f33800bf83947ac5e65050fdc982e/AF_FEIJOADA_0806_1830hs.gif)
![](https://freight.cargo.site/t/original/i/aad8ef5492c2335ba1c61646cf843079f295147f17f57df5aa48b806ec022b99/AF_PENAJACA_0810_22hs-2.gif)
![](https://freight.cargo.site/t/original/i/071c10c79e622fd2c2b4c075715da4fc1095d9f57a5a7d4ec6e46e6d445622ea/AF_ESCRITORIO_0823_21hs.gif)
![](https://freight.cargo.site/t/original/i/95ba4c941dd0406c8b9a2c4566d4bfed04abe42ac217bd12c59c6f88951bd1bf/AF_PRAIA_0816_22hs.gif)
![](https://freight.cargo.site/t/original/i/3d335f40c28c95ace2801ba301e34dd34b21313d239cdc6edc42abdd189f249e/AF_VIRALATA_0827_1130hs.gif)
![](https://freight.cargo.site/t/original/i/a37769accb87a023e1e6925e215b8f89cef1caa36c67365a13d3217e95d9547d/OOH_Petra_1.jpg)
![](https://freight.cargo.site/t/original/i/62f8d4ceb00641bb6ca49f567d388afd25e0ea26b101bb865e1c89eecb8ec2c4/surf_horiz.gif)
![](https://freight.cargo.site/t/original/i/276169cc8efd0d8933f5d88c701718ddfb38a40f10568dc9deda8bf5dcaccec8/3-kvs-regionais.jpg)
![](https://freight.cargo.site/t/original/i/61e7436a3174531e26ec471b732e114a73779747243bb23dd6024e5201fcfe0a/OOH_Petra_2.jpg)
![](https://freight.cargo.site/t/original/i/3da022f0a5517435594d97ad01f751999cff465bc3a2966f7dae317cfedd308e/AF_FRESCOBOL_0823_21hs.gif)
![](https://freight.cargo.site/t/original/i/950c2277f7069c6c9458dbea8332710ebdc99c83bd33736db08443d515efd28a/KV-mto-a-gente-1-BR.jpg)
![](https://freight.cargo.site/t/original/i/8519678b18f4e8b406ef66768f4f67d1c46b9de4a9c2d399263dd4ffa24d26bf/vira-lata-caramelo.gif)
![](https://freight.cargo.site/t/original/i/9a776592983785a188f4635a4fc3897d089bb84ee6d914003c4a04558cfc602c/brinde.jpg)
![](https://freight.cargo.site/t/original/i/16999ccc9f1f74225e373b54ab365a066a6491acafcaf31f116820631b86eefa/conceito.jpg)
![](https://freight.cargo.site/t/original/i/696392e1f932d17b36174b7368ec39b3d549ba76012d0204bf2e5ece9941ab1d/OOH_Petra_4_metro.jpg)
![](https://freight.cargo.site/t/original/i/119b255debece4fd9b0caec2c6e7b09a101a37eaa0bbb2c349ef3a495e4d050d/lambes.jpg)
![](https://freight.cargo.site/t/original/i/3981ca52da8a2a581de0dab75700975e384b68cd5a9604b094660f01e5879a9b/lambes2.jpg)
![](https://freight.cargo.site/t/original/i/e434cbfd203429e2117635adc808dcf2f2146427ce7269cdbddd167e0d19532e/OOH_Petra_3.jpg)
![](https://freight.cargo.site/t/original/i/8443727ab976469d5b2141820030387dc83f695d09c52006810e80bfcd427e72/frevo.jpg)
![](https://freight.cargo.site/t/original/i/c18870034f86b0db99f17a305c91a6572fd2a9d18cf6f387aac28162b178c17e/folhagens.jpg)
![](https://freight.cargo.site/t/original/i/379e79632084734662391c87f6e2de649dbd4a9a2804404de55ebcf2ec0c938e/feijoada_animada.gif)
![](https://freight.cargo.site/t/original/i/6dd7119b1e15bbb90c1d35f11189319b4e011a4e0375864a39fbf191a91fdb71/KV-mto-a-gente-GO-MT-ilustrasfinais.jpg)
![](https://freight.cargo.site/t/original/i/e3770836e35a6d1d7c4449491234b0c4cc825d2616723aae3e34d33c37d725ea/arpoador.jpg)
![](https://freight.cargo.site/t/original/i/c90d04e60049e17beb626b4f7476e0d9c2919b778e8ecd9b7b7b366b57094fd0/KV-mto-a-gente-SUL-ilustrasfinais.jpg)
![](https://freight.cargo.site/t/original/i/668c7340f8e5fb457f0b41a34986e32b51e25d01c643325a999adffc1deecd09/copo-animado.gif)
![](https://freight.cargo.site/t/original/i/ba1e9254e7864fab3673ed93da9a881a25016923a66030528393ee8bf54291a3/KV-mto-a-gente-NE-ilustrasfinais.jpg)
![](https://freight.cargo.site/t/original/i/492e0e15fd9f614f763333f18eab875c73189a9386d1b0f034e4a56629685b6f/festa-junina.jpg)
![](https://freight.cargo.site/t/original/i/288ed5f41465654be562abd783cdcdf71ec7fa2fdd4ffad0205eb35a14bbcf72/poster-frescobol.jpg)
![](https://freight.cargo.site/t/original/i/7c07898b6e9a0c5ac1e8a32ad21fab4e102ec6fc1313e66dd3a5173844cc5eb1/trio.jpg)
![](https://freight.cargo.site/t/original/i/601421c5142f6ac0a5dcd5875bc575a3f17a025ee3cd91dd6268c75dc051be71/praia-verao.jpg)
![](https://freight.cargo.site/t/original/i/e7c1758086d46e05354921de7b01ac3fdf07f239cbe41373398f4351bfbedc31/diversidade.jpg)
![](https://freight.cargo.site/t/original/i/ef30fc3201ac80e0b4d380af4c0ff45459ad565b14112579cf64ff3a3db33ae1/futebol.jpg)
![](https://freight.cargo.site/t/original/i/91bbf04b6eb77037ff382d5954ffba642a7b5c52a5e93e71c9e4e16b29a13b03/KV-mto-a-gente-MG-ilustrasfinais.jpg)
![](https://freight.cargo.site/t/original/i/8225b72e47b76b37a302619ff8723faa7f6cdb17d913e8a5f81ee79664e114b5/karaoke.jpg)
![](https://freight.cargo.site/t/original/i/b30e3c1e12413305b9760b19cb5519e509ef12d735d3fe032c130b6f44ca8e13/frescobol_2.jpg)
![](https://freight.cargo.site/t/original/i/09082d9fa7022a0f3cc9d4184f43307bbff0edaa7f6759fa1fe237cb65c76fa5/KV-mto-a-gente-BR-2.jpg)
![](https://freight.cargo.site/t/original/i/2b15c3d7e478fe9a58946be8487c4247c119821354bef4fc0634b80f780c533f/praia2.jpg)
![](https://freight.cargo.site/t/original/i/c3a5deed52d1d6439aa2935846855898b7996f15d25acad4daa1aeed552ccec0/memes.jpg)
![](https://freight.cargo.site/t/original/i/f596472f448a0042f3677bfc1341ea08101f8f7da5ed9d37f468c2ab695f251d/prancha.gif)
![](https://freight.cargo.site/t/original/i/e69d2f8a6c55c965d6b53977b4f131d3d5f949f57dcec4efb7596752de664a2a/cachoeiras.jpg)
![](https://freight.cargo.site/t/original/i/4c2582212decf36902c7c4263c620dea15abb8c7e919f54f4ce42c9ed9211971/posters1.jpg)
![](https://freight.cargo.site/t/original/i/3148d3aef735bcf22c622e2f52ecd8ffdb458e06e5d94cfe8717d04a4d6e8bae/cerveja_copo_sq.gif)
![](https://freight.cargo.site/t/original/i/ea345de0ad1e0f3944f42fbfe18b48b72a4427e53b3c5d6f64cf2d89a982aa15/doguito_sq.gif)
![](https://freight.cargo.site/t/original/i/ba9a02edfc76482be1260a8e951ff11c7477c7b17e2feeb0dd5973613b1b0dda/ketchup_sq.gif)
![](https://freight.cargo.site/t/original/i/a879a43a62d7ce59bd2863bccaa6a6e64c53c77a173fe0069e45eca079fc7f8b/lata_baiana_1.jpg)
![](https://freight.cargo.site/t/original/i/2fc8ff32c58cadb468e77e862aabc0fff80afc524aa1fa541c5db8de154dba98/lata_rodadesamba_inclinada.jpg)
![](https://freight.cargo.site/t/original/i/a6c2e3a6873bd4bb8a6427ed4765567661c5c19d3b518a42052c9e81a9b2dec1/lata_praia.jpg)
![](https://freight.cargo.site/t/original/i/32ccc0ba856ba23b809c05e3d65b912ec4b15003ca177f105c2c80aa16febed0/lata_karaoke_deitada.jpg)
![](https://freight.cargo.site/t/original/i/7a2dbb6a886a27dfc87929cc838dc5a2b809c7c2f5d6f89811524b36ef1e6a64/lata_pastel.jpg)
![](https://freight.cargo.site/t/original/i/85eb7be70ddd330d66f5b5c62ac6aba18c5384e66731a7827a4fda7582c9426d/lata_bonfim_deitada.jpg)
![](https://freight.cargo.site/t/original/i/d3d01de34dc0ed78e198f8554320f7982fbc61e62a34a1fddf52da91d9bfcfa3/lata_frevo.jpg)
![](https://freight.cargo.site/t/original/i/1597bb43c683bd165bed3d0490c4a96e11b50afbedc2cc9a961e33d9a3cc5bd6/lata_frescobol.jpg)
![](https://freight.cargo.site/t/original/i/e59b0bbdb8f7ecac79fb9397058f36da35dd832a6281d48dfd547a6531f7a83b/bolacha_todas.jpg)
![](https://freight.cargo.site/t/original/i/5d7583cbf20497ac264b5c05ca3cae42583d3a6ee4879a26837417a2f69811b8/lenco_folhagens.jpg)
My role: Graphic Designer / Art Director