Brand Tone

Aspirational, vibrant, and socially conscious, exuding a friendly, confident, positive, and inclusive spirit reminiscent of Rio de Janeiro's independent culture.

Brand Values

• •Authenticity & Inspiration
• •Inclusivity
• •Social Responsibility
• •Freedom & Confidence
• •Quality

Best Practices

• •Lead with Vibrancy: Always use energetic and positive language. Words like "vibrant," "spirit," "passion," "celebration," and "soul" should be staples in the brand's vocabulary.
• •Emphasize Inclusivity and Quality: Consistently mention the organic, vegan, and gluten-free attributes. Frame these not just as features, but as part of the brand's commitment to being "brewed for everyone."
• •Integrate the Social Mission: The partnership with the Favela Foundation is a powerful differentiator. Weave this narrative into marketing materials, social media posts, and product descriptions to reinforce the "purpose-driven" nature of the brand.
• •Stay True to the Brazilian Inspiration: Use imagery, music, and cultural references that authentically reflect the energy and spirit of Rio de Janeiro. This creates a consistent and immersive brand experience.
• •Engage with the Community: Adopt a conversational and approachable tone in all communications, especially on social media. Encourage user-generated content and make consumers feel like they are part of the "Favela movement."

Social Perception

Favela Cerveja is perceived as a high-quality, flavorful, and inclusive beer, especially appreciated for its gluten-free option. It is seen by partners and media as a purpose-driven brand and a 'movement' that aligns with community, diversity, and social consciousness, suggesting an upward trajectory. The brand effectively re-contextualizes its name to represent an independent, passionate, and resilient spirit rooted in Brazilian culture.

Copy Examples

• •Headline: Sip the Spirit of Rio. Body: This is more than just a beer. It's a taste of freedom. An echo of samba. A celebration in a bottle. Favela is an organic, gluten-free lager brewed with Brazilian hops and a passion for life. Drink with soul.
• •Headline: Brewed for Everyone. Built on Purpose. Body: We believe in a beer that brings people together. That's why our lager is organic, vegan, and naturally gluten-free. And with every bottle sold, we give back to communities in Brazil through the Favela Foundation. Good beer that does good.
• •Headline: Your Sunset Soundtrack Starts Here. Body: Ice-cold, crisp, and buzzing with the energy of Ipanema. Our gluten-free IPA is crafted with citrusy Brazilian hops for a wildly exhilarating taste. Your perfect partner for golden hour.
• •Headline: Unleash Your Independent Spirit. Body: Inspired by those who live by their own rules, Favela Cerveja is a beer with confidence and soul. Forget conformity. Embrace the flavor of freedom.
• •Headline: The Taste of Celebration. The Heart of Community. Body: From the vibrant streets of Rio to the sunset shores of Ibiza, we're here to fuel the moments that matter. Join the movement. Toast to connection. #FavelaCerveja