Sangria Creative Studio Rebrands La Reale with daring illustration, tell witty stories and a playful camel mascot that transforms traditional beer packaging.
The traditional beer path is often predictable: ailing fonts, rustic color palettes and proven tropics. La Reale, an Italian Pale Ale, wanted to go further than that formula. Of Sangria Creative StudioThe brand introduced a design system that is daring, humorous and layered with telling stories, a visual identity that not only packs beer, but creates a universe around it.
The core of the Rebrand is the camel of La Reale. Not stoically or utilitarian, but relaxed, crowned and beer in hand, a mascot that indicates so much as heritage. Around this character, a world of desert symbols and nostalgic objects are revolved: tiled tables, pot cacti, retro televisions and even a fridge full of beer. The result is a story that immediately makes La Reale memorable and fun.
Illustration as an identity
Instead of leaning on minimalism or aggressive graphic images, Sangria built up a handmade illustrative style: fresh contours, lively tones and a balance of playful pastel colors and grounded earth tones. Typography also carries subtle instructions for telling stories, with the letter “r” formed with double bumps, following the silhouette of the camel, a small but smart nod to brand continuity.
Visual identity
The power of this project lies in how the identity travels. The Sangria team created a visual ecosystem that extends much further than the can. Posters, merchandise and brand images show off quirky sentences such as “Beer you always” and “Turn me, pour one on”, which strengthens humor and charm.
Posters and campaign images: Fat-printed compositions couples illustration with playful copy give La Reale a voice that feels both graphic and tongue-in-cheek.
Packaging and labels: From full-wrap looks to secondary graphic images, each element tells part of the story of the brand while a coherent aesthetics is retained.
Logo Variations: The camel icon and the word mark are again conceived over lockups and badges, designed to adapt to beer tins to social feeds without losing their punch.
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