Philippe Demar

Art Director
& Graphic Designer

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Petra Beer

Campaign Visual Identity

My role:
Art Director / Graphic Designer

@ BETC HavasPetra beer needed to establish itself in the market as a 100% Brazilian beer, made with local 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.”

We created a campaign that connects with people by showcasing everyday Brazilian habits — like playing matkot on the beach, putting ketchup on pizza, or turning the caramel mutt into a national icon.

The entire visual identity of the campaign was designed to capture these moments in a relaxed and irreverent way, strengthening the bond with the Brazilian public.
















































































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