Have we lost our minds?
Okay. We've tried to be discreet until we had all the cans ready, but some of you have already seen the new brand image in various places, and you're asking us about it.
If you're reading this, it's official: the old REFU design with the all-black can is part of our history, and from now on, all our beers will feature a new, 100% personalized design. glyph . And you might ask… Why is this?
Well, there are several reasons. Let's see if we can tell you all of them without boring you or being too long-winded.
First of all, REFU enters along 2023 in a A completely new phase , and we wanted to accompany it with a change in our beers. Although there are things we can't tell you yet, many of you who have followed us for a while will have already seen that we've clearly undergone a huge transformation as a company in recent months. A lot has happened since we started in the basement of a dive bar in Baqueira (not to mention the many people who have been involved with the project). And honestly, we needed to face these changes with an image that completely broke with what we were doing. Although we're still the same people, we swear.
On the other hand, and following on from the previous point, the old design was fantastic, but many of you found it difficult to distinguish the different types of beer at a glance. The design was completely black, with the beer's name in tiny print. Our new look required a uniform design, but one that still allowed you to easily differentiate each style we were working on with great care.
As you can see in this render, each can has its own identity. They're easy to distinguish by name, style, color, and glyph when you see them at a glance in the fridge of a friendly brewery. And you'll tell us...
What the hell is a glyph?
For us, every beer has its own recipe . But we also know that every beer has a story and a different moment to enjoy it . Ultimately, a personality that makes them unique and different from the rest. The glyph represents all of that in a single illustration .
Huxley is a Best Bitter, an English style with a coppery hue. It's a very easy-drinking beer, perfect for keeping the conversation flowing and enjoying with friends all afternoon. The glyph represents the perfect balance of one of those tables with our Best Bitter in the center.
As for the label and its background illustration, if you look closely, it has a hidden image of the brewer who gave us so much in the world of craft beer in Spain: Steve Huxley . It also features his name and the beer's color.
Killing Weekend: The ones responsible for our new image
A responsibility as big as our new brand image had to fall directly on someone who was a friend, someone we could trust, and who knew our brand.
In our case, it was easy, as we simply had to leave it to our friends at Killing Weekend in Manresa, with whom we had worked before. They grasped the concept quickly, and there was little to work on. So, since we're presenting this project to you, we wanted to introduce you to the people responsible for this new look.