Brand Research / Storytelling / Tone of Voice / Identity Design / Campaign
The Soul of Madrid
As an increasingly popular beer Madri Excepcional’s awareness has grown across Europe and whilst its position amongst the premium ‘sunshine’ lagers is now well established; the story of its creation hadn’t followed the brand’s growth. Capturing their roots was a key objective and Madri asked us to help with the first step in this journey - showcasing the birth of the recipe through an authentic bar experience.
First brewed by La Sagra brewery in the outskirts of Madrid, the recipe pays homage to its location as a cultural melting pot. The diversity of the region lives within the beer encouraging or ‘un-bottling’ energy, creativity and new thinking; and it was this ‘El Alma De Madrid’ (The Soul of Madrid) which we wanted to capture, delivering a space for the current and future urban explorers.
‘Unbranded’
Instead of introducing a branded bar to an established community, Madri partnered with and evolved an existing brewery giving birth to Fabrica Exceptional. This approach maintained local familiarity and ownership, and the experience was focussed on celebrating the area where the Madri was created, rather than the brand itself.
The brand style was inspired by the local history and the elaborate style of dress and cheeky attitude of its people. Through details in the identity (like the carnation and chulapas) , custom artwork pieces and the design of the space, the brand takes traditional cues presented through modern aesthetic and tone. As a fully operational brewery, they would continue to brew local beers and serve the community as a space which fosters future culture.
