What the MAHOU Project Is All About
Mahou Cinco Estrellas, Spain’s most consumed beer and the flagship SKU of Mahou, aimed to solidify its leadership and elevate its brand positioning by highlighting the concept of greatness. To make this happen, the brand teamed up with Firma to completely redefine its visual identity. The goal? To expand its visual universe while iconizing and systematizing its core brand assets. This wasn’t just a simple refresh — it was a full-on evolution designed to make Mahou stand out even more in the global beer market.
The Main Benefit of This Brand Evolution
The project brought a bunch of tangible benefits to the table, including:
- Strengthened visual identity with graphic resources that reinforce Mahou’s message
- Amplified impact ensuring a consistent experience across every touchpoint
- Created a scalable and flexible brand expression system adaptable to different contexts and audiences
- Set the stage for scalable growth and a more iconic, aspirational presence worldwide
- Partnered with Rosàs Agency to craft a cohesive and impactful new brand expression aligned with Mahou’s renewed positioning
Collaboration with Rosàs Agency
Working alongside Rosàs Agency was a key part of this journey. Together, they crafted a cohesive and impactful new brand expression that perfectly aligns with Mahou’s renewed positioning and forward-looking vision. This collaboration ensured that every element of the brand’s new look and feel wasn’t just visually stunning but also deeply connected to the brand’s legacy and future ambitions. It’s a seamless blend of tradition and innovation.
Redefining Core Brand Assets
The project focused heavily on redefining Mahou’s most recognizable elements. By iconizing and systematizing these core assets, the brand created a visual language that’s both robust and adaptable. This means Mahou can maintain consistency while still being flexible enough to resonate with different audiences and contexts. It’s about creating a brand expression system that’s ready for whatever the future holds.
Driving Scalable Growth
One of the standout aspects of this project is its forward-thinking approach to growth. The new brand expression system isn’t just about looking good today — it’s designed to support Mahou’s expansion and evolution over time. By building a scalable and flexible system, the brand is set up to grow seamlessly, adapting to new markets, trends, and consumer expectations without losing its core identity.
Project Impact on Sustainable Development Goals (SDGs)
- SDG 9: Industry, Innovation, and Infrastructure – through innovative branding and design strategies
- SDG 12: Responsible Consumption and Production – by promoting sustainable brand practices
- SDG 17: Partnerships for the Goals – demonstrated by collaboration between Mahou, Firma, and Rosàs Agency
Industry and Market Positioning
This project sits squarely in the Advertising & Market Research industry, boasting a B Corp score of 80.1 — a solid indicator of its commitment to responsible business practices. The main keywords that define this initiative include Branding, Agency, Innovation, Communication, Digital, Insights, Creative, Strategy, Design, Naming, Production, and Advertising. All these elements combined to create a dynamic and forward-looking brand presence that’s ready to take on the global stage.
