• WHAT DID WE DO?
• CONCEPT
• Naming
• Packaging
• Comunication
• Microbrewery

The concept

We put forward the idea of a brand that would shake up the craft beer segment, with a daring and iconoclastic attitude. A high voltage beer, charged with character and personality.

We didn’t want to create another average craft beer. We pitched the idea of a craft beer of the future. Iconoclastic, traditionally made, but innovating its formats and liquids.

Original and authentic, but modern and lab-style (where lab is understood as an experimental concept, not a chemical one).

Naming

CARAPERRO is a 100% genuine Canarian brand, a land of fierce hunting dogs, with character, strength and personality.

A protective and territorial brand that defends its domains and its identity tooth and nail.

Packaging

LABELS

Each illustration matches a beer with its corresponding dog breed. Each breed represents the beer’s flavour and characteristics.

MODERN LAGER

An intense, lager-type bottom fermenting beer, with plenty of character. A smooth bark fueled by fruity, floral notes brought about by a combination of Perle, Chinook and Cascade hops and a little bitter after each taste. Perfect for an afternoon stroll.

INDIAN PALE ALE

A high voltage ale. Full of character, with a soft fruity, floral aroma in the mouth followed by an intense and bitter bite and pleasant post-bitterness, the result of blending perle, cascade and Chinook hops. This makes all the difference and helps it stand out from its rivals.

YAKIMA RED ALE

A intense beer. A Canarian dog with dark red fur, bittersweet bark (a sweet note in the mouth) and a pleasant bitter after-taste, balanced with citrus and floral aromas typical of the North American Yakima Valley hops; Yellow, Cascade and Chinook.

EMBOSSING

We thought about adding something to the bottle to give the packaging some personality, so we embossed the glass with a dog collar.

This gave the CARAPERRO bottle its own personality as well as a real attitude.

Communication

MANIFIESTO

If you bark at me, I’ll drink you!

And don’t give me any excuses, I’m mad because I’ve had a dog’s day. And I’m really thirsty … so thirsty I bite. “Why me?” you ask as you get closer to try and touch me. Because you like me but you’re scared of me. I can smell it, even before you start to think about it I already feel it. But do it, don’t be a coward! After your first taste you won’t want to let go.

I am Carraperro and there is no father, no mother, no beer that barks at me.

Tropical gave us the chance to remodel a space inside the factory to organise visits and product tastings.