Bruja Brew

Bruja Beverages

Overview

‍The Bruja Beverages branding project is a bold and playful approach to modern cocktail culture, drawing on mystical and witchcraft-inspired themes to create an enticing atmosphere for its audience. The campaign features a distinct visual language, combining bold typography with minimalistic, yet captivating illustrations that evoke a sense of magic and mystery. The key elements of the branding revolve around clever wordplay, vivid visuals, and an engaging narrative, all designed to capture the attention of a young, adventurous crowd looking for more than just a drink — they’re seeking an experience.

Brand Concept

The word "Bruja" (meaning "witch" in Spanish) sets the stage for a creative fusion of mystical charm and modern indulgence. The central theme of the branding is the invitation to "Let the Spirits Guide You," merging the concepts of both alcoholic beverages (spirits) and the supernatural. This dual meaning is carried throughout the visual identity, with elements that subtly reference witchcraft, mysticism, and cocktails.

The message is clear: Bruja Beverages offers handcrafted, high-quality drinks that aren't just about the alcohol but about the magic of the moment.

Visual Idenitity

The visual identity of Bruja is defined by its use of bold, retro typography paired with soft, pastel backgrounds, drawing inspiration from mid-century modern design, while still feeling fresh and contemporary. The typeface "BRUJA" is the centerpiece, large and commanding, with exaggerated, almost whimsical curves that evoke a sense of power and playfulness. The typography, with its oversized letters and a sense of movement, captures the brand's adventurous and spirited personality.

A signature green and black color palette forms the foundation, with playful, contrasting elements, such as illustrations of hands and glasses, reinforcing the theme of "guidance" and the enchanting journey towards the bar.

Application Across Platforms:

• ‍Coasters and Printed Materials:The logo and tagline "Witch way to the bar? Let the spirits guide you" are featured prominently on coasters and posters, offering a whimsical touch to each drink served. These materials act as both functional items and subtle pieces of advertising, giving customers something to take home and remember the brand.‍
• Social Media and Digital Presence:On social media, Bruja's digital presence leans into quirky, high-impact visuals, such as striking images of drinks paired with captivating hand gestures. The brand utilizes witty phrases like "Witch way to the bar?" to drive engagement while maintaining a clean and modern aesthetic with touches of mysticism. On mobile screens, the brand’s consistency is seen through cohesive design, bold typography, and a strong call to action, inviting customers to join the adventure.‍
• Outdoor Advertising:The campaign extends into the physical world, with sleek and modern outdoor posters that invite passersby to join the Bruja experience. The illustrations, paired with phrases like "Let the spirits be your guide," make the messaging both fun and intriguing, turning an ordinary street corner into a whimsical escape.

Results

The Bruja Beverages branding is a masterclass in blending thematic storytelling with contemporary design trends. It’s a brand that invites consumers to explore the magic of their surroundings, turning a casual drink into a mystical experience. Every touchpoint, from coasters to billboards, amplifies the theme of playful witchcraft, making Bruja not just a drink, but a lifestyle.

This branding project successfully captures the essence of the Bruja brand through cohesive visuals, strong messaging, and an engaging narrative, designed to stand out in the crowded beverage market.