Graymatter was recently retained to develop the new brand design and packaging design for a new brand to be introduced specifically into the peso market. The brand Cacique is an easy-drinking, light beer that is perfectly suited to the tropical climate of Cuba. The name Cacique is derived from a native indian word for the pre-Columbian chiefs or leaders of tribes in the Carribean area. The target market for the beer is the value-conscious men and women living in the rural areas of Cuba that deal mainly in the currency of the Cuban Peso (versus the Peso Convertible which is fixed to the U.S. dollar). Until now, most beers were sold only in Peso Convertible which alienated a large part of the Cuban population.

The design of the packaging features many understated nationalistic cues such as the background stripes and ‘4.5% alc./vol.’ triangle inspired by the Cuban flag. The overall tone and manner of the packaging is intended to be friendly and approachable while appealing to the patriotic side of Cubans. As a brand positioned as a value offering it was important not to develop a package design that was not too sophisticated or pretentious. It still needed to convey quality but in a gender-neutral way that would appeal to the mainstream.

Cacique has now launched in Cuba and the initial response to the brand has been very positive.

For more information on the Cacique branding and package design as well as other creative developed for Cerveceria Bucanero in Cuba, click here.