Club Premium is one of the brands with more history and tradition in Ecuador. It has been known and enjoyed since 1966 and since then it has been present in the most important moments of Ecuadorians. It is a Premium brand and has a share of market of 18%, which placed an enormous responsibility in our hands.

The legacy of Club Premium is unique. To evolve the brand, we researched its history and understood what it means to Ecuadorians, who have been drinking it since 1966. Club Premium has marked moments and stories that can be traced through generations. A beer that makes an entire country proud to know that it has a world-class liquid, produced in Ecuador.

The concept of premiumness has changed over time. Today, premium means something different from what it used to be; consumers expect these brands to align with their ideals and their way of seeing life. What used to be expressed as luxurious and ostentatious is now simple, straightforward and honest.

The mastery with which this beer was brewed was reflected in its new design. We redesigned with the care it deserves, all the assets of its brand: the crown, the medal, the logo and the typographies. Using the inspiration of ancestral crafts, we created a visual world that honors the traditions of the past as well as those that remain in the present and those that are projected into the future.

The back label was specially designed to start educating people about beer culture. A space where consumers can find relevant information such as color, IBUS, brewing ingredients and alcohol volume; a resource that we have seen in craft beers but never in a mass consumption premium brand.

With this rebranding, Club Premium hopes to continue with the legacy of being that beer that makes Ecuadorians proud and leaves them standing tall anywhere in the world.