The redesign of the beer brand “Panamá” was focused on capturing that young, authentic and fresh essence of Panamá and its people. Owned by Heineken Group, this beer of great tradition has two varieties: Light and Lager. What we wanted to achieve, was the unification of both beer styles and the creation of an image that embodied the freshness and lightness of the Light beer, while maintaining the more traditional and “classy” personality of the Lager.

To make this possible, we focused on obtaining a modern but still classic style that reflected the essence of the Panamanians in an impact and memorable way.
The first step into this was updating the logo. Its original structure was preserved but little winks to Panamanian “Flow” were added to convey the good vibes related to its culture. The logo design of both beer varieties was unified under a single, vibrant and full-of-personality aesthetic, which maintained the iconic shield while placing the logo vertically for a more modern and attractive appearance.

In addition to the logo refresh, the neck labels of the bottles were updated. In them, we created an interactive design that, when toasting, the flag of Panama is formed. This gives it an authentic touch and invites Panamanians to identify with their brand. Another change that was brought to the brand was the renaming of the Classic Lager, which was simply renamed as Lager, this modification was made in order to keep that fresh and more modern image.

In summary, this redesign represents the perfect combination of classic and modern while still embodying that vibrant Panamanian culture and the personality its people who proclaim that “Panamanians are made of Flow” and that this beer is proof of that. “Panamá” is the beer of the Panamanians, a reflection of its people and its culture. Its new image invites you to join and vibrate with its freshness and flavor.