Moritz:
A beer is looking for its target
A beer is looking for its target
The context
Moritz is known as the first beer in Barcelona, founded in 1856 by Louis Moritz. The brand has been an icon in the Catalan beer industry since its creation.
As a brand, Moritz has always been committed to the highest quality and innovation, always focusing on its authenticity, tradition and creativity.
“The history of a beer. The history of a city”.
The product
Following its distinctive style and loyalty to its history, Moritz continues creating new products and exploring new combinations with different ingredients and mixtures.
That’s how our product was born, a beer that mixes the softness of the Txarel•lo grape, and the beer yeast, a type of drink known as Grape Ale that has been present over the past years in countries like Italy and France.
A beer is looking for its target
Our objective was to find the clientele for this new product. A target that could enjoy this mix that combines in a very delicate and smart way the delicacy and finesse of the white wine, and the freshness of the beer.
After a deep and conscious investigation, we agreed to present Baptiste to our beer. Baptiste is a French young man who has recently arrived in Barcelona to live and enjoy all the things he missed while living in the north of Europe.
Baptiste represents this group of people that is new to the city and is excited to explore and learn every single corner of the city, its history and all the charms good and bad. To achieve that, Baptiste and the rest of our target know that they need to be open to anything and that that can only be done by one single way of thinking or insight:
“In case of doubt, say yes to all”.
Creative Concept
Our product isn’t just another beer, it’s a fresh combination that comes to break with the established rules and the logic. It gives us a hint of that amazing world that awaits us, where we can experiment, try new things and get lost when we arrive in a new place, one like Barcelona, where the craziest stuff can happen, like a wild pig walking around a hospital in the middle of the city.
THE PORTAL
The portal is a concept that helps us to understand that jump between the world you knew before you arrived in Barcelona, and what comes after you start exploring it. It’s a gate that opens a world full of possibilities where the craziest situations and combinations are present daily, like our product, wine and beer, is that even real?
Branding
We have the city, we have the craziness, we have the product and we have a portal, what do we need now? That’s right! we need a key, a key to cross that portal, to enter that world where everything is possible and to start exploring it. That’s where the name of our product comes from: CLAU, which means “key” in Catalan, both to open and as a hint.
For the packaging, we kept the traditional format that Moritz uses for their fresh beers, but we also created a six-pack with dark glass and the manual opening system in a cardboard box for people to take home.
Finally, we proposed a full launching campaign including live performances by different artists, and collaborations with different platforms, websites and government offices which are usually used by our target when they are new to the city; all of it across the months of spring and summer in Spain. Below are some examples of the social media pieces part of the campaign.
Credits:
This was a teamwork realised by me and four more students in the Masters in Design and Art Direction at Elisava. We all contributed to the investigation, design and final presentation of the campaign and design pieces to the client at Moritz in Dec 2023. I was project managing, organising timings and workload, and also participated from the concept to the final delivery. I worked as a copywriter and designer of the entire creative book.
