Case study: Bretaña Hard Seltzer
Behind great packaging design, there is more than just a compelling visual. It is the result of strategy, category insights, and deliberate decisions guiding every stroke. In this feature, we take you through the process behind the launch of Bretaña—a hard seltzer crafted to accompany celebration moments for the younger generation.
First step: understanding the context
For Bretaña Hard Seltzer, el desafío era acompañar a una marca consolidada en su ingreso a una nueva categoría. Esto implicaba respetar su identidad premium, pero al mismo tiempo dialogar con los códigos propios del universo hard seltzer: frescura, disfrute, ligereza y una estética contemporánea. El proceso comenzó con una strategic category auditvisual trends, consumer behavior, consumption occasions, dominant aesthetic codes, and opportunities for differentiation. This stage is crucial, as it defines the framework within which the design will operate.
Thinking before designing: conceptual territories
Following that analysis, the design process did not jump straight to a single visual solution. Instead, we developed three conceptual territories, each responding to a different brand and consumer logic.
These territories are not isolated graphic styles, but strategic hypotheses: different ways in which Bretaña could inhabit the category. One approach was fresher and more everyday, another more sophisticated and culinary-focused, and a third more sensory and exploratory. Each proposed its own universe, with clear decisions regarding tone, visual language, and brand prominence.
Working with territories and concepts allows us to open up the field, explore possibilities, and make informed decisions, avoiding arbitrary or purely aesthetic solutions.
From concept to pack design
Once the territories were defined, the focus shifted to the pack itself. This is where strategy takes shape: through typography, color, composition, information hierarchy, and the relationship between brand and product.
At this stage, the design is conceived as a system, not an isolated piece. We determine how flavors are differentiated, how the packs coexist as a family, and how they stand out on the shelf or in digital environments.
The result is a range of cohesive proposals, where each design aligns with a clear concept, allowing strengths, tones, and opportunities to be evaluated from a strategic perspective.
Design is about making decisions
Packaging design is not about picking the "trendiest" option; it’s about selecting the most suitable one for the brand, the product, the context, and the consumers. In the case of Bretaña, the process allowed us to organize ideas, visualize potential paths, and build a solid foundation for decision-making. Because packaging is not born from chance or spontaneous inspiration. It is born from understanding, thinking, and choosing. And when strategy guides the process, design stops being merely visual and becomes a true brand-building tool.
