Xela
Xela
by Salvartes Design @salvartesdesign
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(Automatically translated from Spanish)
Xela
Xela Client
Year 2016
Briefing and objectives
Are you more of a wine or beer person? The eternal question we all ask ourselves when we get together with friends or family for meals, celebrations, or just for a drink. But why choose? We present Xela, a beer from Jerez, and the only one made with wine. Our goal with this project was to create a brand identity that would differentiate this beer from its competitors, as well as position it internationally, with a visual identity that offered the same quality as the product itself.
Eng | Briefing and objectives
Are you more wine or beer? The eternal question we all ask ourselves when we meet our friends or family at meals, celebrations or just for a drink. But why choose? We present you Xela, a beer of Jerez origin, and the only one made with wine. Our objective with this project was to create a brand identity that would differentiate this beer from its competition, as well as position it internationally, with a visual identity that would offer the same quality as the product itself.
Xela
Cliente Xela
Año 2016
Esp | Briefing y objetivos
¿Eres más de vino o de cerveza? La eterna pregunta que todos nos hacemos cuando nos reunimos con nuestros amigos o familiares en comidas, celebraciones o simplemente para tomar algo. Pero, ¿por qué elegir? Os presentamos Xela, una cerveza de origen jerezano, y la única elaborada con vino. Nuestro objetivo con este proyecto fue crear una identidad de marca que diferenciara a esta cerveza de su competencia, así como posicionarla internacionalmente, con una identidad visual que ofreciera la misma calidad que el producto en sí mismo.
Eng | Briefing and objectives
Are you more wine or beer? The eternal question we all ask ourselves when we meet our friends or family at meals, celebrations or just for a drink. But why choose? We present you Xela, a beer of Jerez origin, and the only one made with wine. Our objective with this project was to create a brand identity that would differentiate this beer from its competition, as well as position it internationally, with a visual identity that would offer the same quality as the product itself.
Esp | Story-telling + branding
Xela is characterized by the union of two seemingly disparate elements. After some research, we came up with the idea of Xela, which in Mexico means beer. In this way, we unite two opposing points: Mexico and Jerez, but which share the Atlantic Ocean as one point in common. Mexico provides us with the geometric designs that evoke its pre-Hispanic past and the objects made by the indigenous communities that remain. Regarding Jerez, we must refer to the Phoenician alphabet, which left us the first vineyards and gave Jerez its name Xera. Furthermore, there is a strong graphic similarity between this alphabet and the symbolic anagrams used to name the varieties of sherry wine.
Eng | Story-telling + branding
Xela is characterized by the union of two elements that a priori are different. After some research, we came up with the idea of Xela, which in Mexico means beer. In this way we join two opposite points; Mexico and Jerez, but they have a common point, the Atlantic Ocean. Mexico provides us with geometric designs that evoke its pre-Hispanic past and the objects made by the indigenous communities that remain. Regarding Jerez, we must refer to the Phoenician alphabet, who left us the first vineyard crops, and who gave Jerez the name of Xera. Furthermore, there is a great graphic simile between this alphabet and the symbolic anagrams used to name the types of sherry wine.
Esp | Story-telling + branding
Xela se caracteriza por la unión de dos elementos que a priori son diferentes. Para ello tras algunas investigaciones, llegamos a la idea de Xela, que en México significa cerveza. De esta forma unimos dos puntos opuestos; México y Jerez, pero que mantienen un punto en común el océano atlántico. México nos aporta los diseños geométricos que nos evocan a su pasado prehispánico y a los objetos realizados por las comunidades indígenas que se mantienen. Respecto a Jerez debemos hacer referencia al alfabeto fenicio, quiénes nos dejaron los primeros cultivos de viñas, y que dotaron a Jerez con el nombre de Xera. Además, existe un gran símil gráfico entre este alfabeto y los anagramas simbólicos que se utilizan para denominar las clases de vino de jerez.
Eng | Story-telling + branding
Xela is characterized by the union of two elements that a priori are different. After some research, we came up with the idea of Xela, which in Mexico means beer. In this way we join two opposite points; Mexico and Jerez, but they have a common point, the Atlantic Ocean. Mexico provides us with geometric designs that evoke its pre-Hispanic past and the objects made by the indigenous communities that remain. Regarding Jerez, we must refer to the Phoenician alphabet, who left us the first vineyard crops, and who gave Jerez the name of Xera. Furthermore, there is a great graphic simile between this alphabet and the symbolic anagrams used to name the types of sherry wine.
Esp | Formulation
To carry out this project, we started from the studied symbology and selected a specific aesthetic that was reminiscent of Mexico, specifically Mayan, giving the brand that cultural mix. Regarding the typography used, we wanted to use a didona, which offered us a high contrast and ease of converting it into stencil , a style that evokes the screen printing applied to wine boots, giving it a glamorous tone, which is why the typography used is Salome by Atipus studio . We incorporated the union of two wheats on one side of the X, giving the brand that characteristic craftsmanship. Among the applications are the packaging of the bottles and the cardboard boxes so that the consumer can transport them.
Eng | Formulation
To carry out this project we started from the studied symbolism and selected a concrete aesthetic that would remind us of the Mexican one, specifically the Mayan one, giving the brand that cultural mix. With regard to the typography used, we wanted to use a didona, which offered us a high contrast and ease of conversion into stencil, a style that evokes the silk-screen printing applied to wine casks, giving it a glamorous tone. For this reason, the typography used is Salome by Atipus studio. We incorporated to one side of the X the union of two wheat, giving the brand that craftsmanship that characterizes it. Among the applications are the packaging of the bottles and the cardboard boxes so that the consumer can transport them.
Esp | Formulación
Para realizar este proyecto partimos de la simbología estudiada y seleccionamos una estética concreta que recordase a la mexicana, concretamente a la maya, dotando a la marca de esa mezcla cultural. Respecto a la tipografía utilizada quisimos utilizar una didona, que nos ofrecía un alto contraste y facilidad para convertirla en stencil, un estilo que nos evoca a la serigrafía que se aplica a las botas de vino, dotándola de un tono glamuroso, por ello la tipografía utilizada es Salome de Atipus studio. Incorporamos a uno de los lados de la X la unión de dos trigos, dandole a la marca esa artesanía que la caracteriza. Entre las aplicaciones se encuentran el packaging de las botellas y las cajas de cartón para que el consumidor pueda transportarlas.
Eng | Formulation
To carry out this project we started from the studied symbolism and selected a concrete aesthetic that would remind us of the Mexican one, specifically the Mayan one, giving the brand that cultural mix. With regard to the typography used, we wanted to use a didona, which offered us a high contrast and ease of conversion into stencil, a style that evokes the silk-screen printing applied to wine casks, giving it a glamorous tone. For this reason, the typography used is Salome de Atipus studio. We incorporated to one side of the X the union of two wheat, giving the brand that craftsmanship that characterizes it. Among the applications are the packaging of the bottles and the cardboard boxes so that the consumer can transport them.
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