Project:
Year:
Type / Category:
Location:
Introduction:
Mutzig – New Look Campaign
2016
Launch ATL Campaign
Kigali, Rwanda
Mutzig is more than just a beer; it is a Rwandan icon of quality. Known for its distinctive, rich taste and golden pour, it is the
preferred choice for those who take their beer seriously.
As part of the Bralirwa family, Mutzig represents the pinnacle of local brewing excellence. It appeals to a consumer who values substance over hype—someone who works hard and expects a beer that matches their level of ambition. Whether it is a business celebration or a gathering of friends, Mutzig brings a ‘white glove’ standard to the table, delivering
a consistently crisp, bitter-sweet refreshment that has defined the premium lager category in Rwanda for decades.
Theme: The Grand Reveal.
The Concept: We treat the rebranding of Mutzig not as a simple graphic
update, but as a premiere event. The visual language borrows from the
world of fine art and luxury hospitality.
Visual Breakdown:
The White Glove: A symbol of purity, excellence, and “white glove
service.” It implies that Mutzig is the “World’s Best” (as per the footer)
and deserves to be handled like a masterpiece. It adds a human touch
without distracting from the product.
• The “Peel” Effect: This dynamic action creates a “before and after”
scenario in a single static image. The ghosted transparency of the old
label pays homage to the past while physically removing it to make
way for the modern, cleaner crest.
• The Bottle: The bottle features fresh condensation droplets,
emphasizing refreshment and coldness. Despite the label change, the
liquid appeal remains the hero.
• Typography: The font is clean, modern, and uppercase, signaling
confidence and authority.
