FutureBrand bottle for Brahma

FutureBrand’s London office has created packaging for the global launch of Brazilian beer brand Brahma. It is the first of a number of global launches that the consultancy is working on for brewing giant InBev.

Brahma will roll out across 15 countries from April and is scheduled to launch to the UK on-trade market in May. It is the first global launch from InBev, which was created by the merger of Interbrew and AmBev in March last year.

FutureBrand vice-president strategy and innovation Adrian Goldthorpe says the group was appointed in August 2004 following a paid strategic pitch against European, South and North American consultancies. It is also working with the brewer on ‘another couple of global projects’, he adds. FutureBrand’s work includes the label and logo, along with structural and secondary packaging. According to Brahma vice-president marketing Devon Kelly the group was briefed to balance the ‘authenticity and heritage of the brand’ with the proposition of ‘effortless flair’.