CDM
Cervejas de Moçambique
Brand Identity
Events
Internal Communication
Activation
2015
When the largest Mozambican company calls for us to present a rebranding, what do we do? We stop, we take a deep breath, we suspend all non-urgent projects and create an elite team to handle this happy and unexpected event. The first task: drinking a beer. The second: get to work.
Faced with a huge change in management and the modernization of traditional production processes, CDM wanted to go a step further and show a new face to the whole country. At Blug, we wanted to reinforce all codes commonly associated with the beer category. We also wanted to increase notoriety and modernize those tired old visual codes. So we created a new logo, where freshness is value felt, in addition to being seen - and the origin of the food reinforces the value of local farming.
We renewed the classic institutional stationary, by adding our new logo and creating new and unmissable brand manifestations. We also applied the brand to trucks and boxes, considering the appeal and the monochromatic strength of our logo.
We renewed the classic institutional stationary, by adding our new logo and creating new and unmissable brand manifestations. We also applied the brand to trucks and boxes, considering the appeal and the monochromatic strength of our logo.
To take the brand further and bring it closer to its own internal audience, we created the action “CDM - Somos nós”. We wanted to reflect the new management objectives and vision, in addition to revealing the new brand, through strategic local activations in Maputo, Beira and Nampula.
In this activation, each of the employees of the breweries was invited to join multidisciplinary teams. From directors to warehouse assistants, from production heads to chemical engineers, everyone participated in beer craters carrying contests and other games that promoted informality and communication. Each employee felt part of the success of the new brand.
