La traviesa
Concept
Bolivian culture is full of interesting and unusual traditions and customs due to the wide range of its people’s origins, and the geography. But one thing that all Bolivians share is their love for beer. This inspired me to create the identity for a Beer garden in La Paz Bolivia. A place where people can go socialize with their friends or loved ones and enjoy a good beer. In order to stand out in today’s industry we must be innovative and original. So the primary objective of this brand is make quality craft beer distilled at the local, providing a diverse set of flavors (lagers ryes, ales blondes etc.) at a good price. So lay back and get your drink on.
Deliverables
Business Identity
Logo Guidelines Book
Menu
Beer Bottles
Website
PROGRAMS USED
Photoshop
Illustrator
SOLUTION
La Traviesa ambiance is welcoming, fun and rustic. The beer garden offers features such as great music, TV's for sport matches, and a wonderful view of the city. As many Bolivians have grown up appreciating beer we want them to know that here they will find only the best hand crafted selection of beer in the city and the beautiful starry night sky. This place will become the regular hangout, the go to bar, a local where the staff is family.
Logo
La Traviesa logo was inspired by the traditional Bolivian Diablada Carnaval Mask. The mask itself represents the struggle between good and bad. La Traviesa means trouble maker and naughty also referencing back to the mask. The colors are contrasting and full of vibrance to really highlight every single detail.
Target audience
This project will be regional set in La Paz Bolivia. The target audience for this project are both men and females 18 and up. Since my local would be based in La Paz Bolivia, the legal drinking age is 18. These are people who enjoy socializing, exploring new flavors. Those people whose order the bartender would know. Individuals who are interested in supporting a local artisanal brewery.
solution
The deliverables include the development of a combination mark along with the logo system, a menu a website and 5 different beer bottle labels. The design plays off naming each one after the different types of drunks. "El Hablador" the talker, "La Graciosa" the funny girl, and so on. People can perosnally identify with these providing thme more of an incetive to come try out beer.
Website
