Lupia: Redefining Craft Beer through Irreverent Design

Brand Design, Logo Design, Packaging

The Brief & Concept

When Hijos de Rivera approached us to create Lupia, they weren't looking for a traditional beer label. They wanted a brand that could challenge conventions. Our mission was to build an entire brand world from scratch, one that felt bold, spontaneous, and unapologetically irreverent.

From Visual Identity to Bold Packaging

Lupia isn’t just a craft beer; it’s a statement. We moved away from classic, serious beer aesthetics to embrace a playful "concept of craft." By integrating expressive doodles and custom illustrations, we gave the brand a visual language that speaks to a modern, creative audience.

As a boutique branding studio, we focused on creating a cohesive experience. Every element, from the logo design to the packaging system, reflects a balance between "raw" creativity and the authentic quality of the brew. The result is a disruptive brand identity that breaks the rules of the shelf while staying true to its craft roots.

Impact

As the first new beer brand introduced by Hijos de Rivera in over 30 years, Lupia launched with an estimated production of one million litres, bringing to market a craft beer brewed exclusively with Galician-grown hops. The brand returned the following year with a new harvest edition, establishing Lupia as an annual release and celebrating the continued revival of hop cultivation in Galicia.