Rrëy is a Mexican beer, crafted in the city of Monterrey. It was born with the promise of revolutionizing the beer industry in Mexico. The current market offer in Mexico is very limited - providing a wide range of lager beers and some stout beers, but failing to propose new styles. Combining very different sets of skill sets among the two founders, and after elaborate testing, the first Rrëy was born in February of 2016. The first edition is a Kolsch beer, traditionally from Cologne, and brewed to perfection as per the German tradition. Shortly after, the London edition announced its debut, further infatuating the Mexican market.
The concept developed from the idea of celebration. The emblem takes from the phrase “Kings to you”, from The Count of Monte Cristo, where the king is offered a chess piece as a symbol of recognition. The logo hints at chess' checkmate - an icon of success.
The Rrey name derives from the word King in spanish, with an extra “r”, alluding to the place where the beer is crafted - Monterrey. The wordmark resembles traditional German typography, with the umlaut in the “e”. Thus the brand is a smart cohesion of the beer's local roots and its German background.
The color palette was chosen strategically to debunk common beliefs that craft beers are rich and heavy. We chose white, resembling the light flavor of Rrëy, and differentiate it from other craft beers. Red and gold are the accent colors, taking inspiration in common royalty objects like capes, crowns, and carpets.
The brand voice is easy going and fun, inviting listeners to treat themselves as kings on their day to day. Any occasion is perfect to celebrate and have a Rrëy.
Creative: Deborah G. Neaves, Manuel Llaguno
Project Manager: Rafaella Tafich
Photography: Uno Sesenta Estudios
Cerveza Artesanal, Monterrey, Packaging, Label design, Beer branding
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