Cervezas Alhambra has been brewing beer in Granada in Andalusia since 1925. In 2016, the brewery renewed their brand strategy and visual image. As part of this process we worked on defining their new illustration style.
The world of images of Cervezas Alhambra pays tribute to classic print advertisements: the ‘affiches’. A style where aesthetics always come first – even sometimes at the expense of plausibility or the concept. We took an approach that evokes these old posters and that ultimately looks more like hand-drawn artwork than vector graphics.
Textures, gradients and soft geometric shapes, lines and curves defined the new illustration style for Cervezas Alhambra. Scenes in which desaturated colours and imperfections take centre stage.
The illustrations form a series of nine posters that depict different aspects of Andalusian festivities and gastronomy by using simple shapes, flat perspectives and a balance of negative-positive spaces.