The BiRRa of Tico Pride
Client
Imperial | Heineken
Office
Costa Rica
The Challenge
For the world, Costa Rica is synonymous with pura vida, nature, good vibes… and that dragged “r” that gives us away wherever we go.
A letter that, although part of our identity, has often become a reason for mockery outside the country.
Execution
Imperial—the beer, or rather, the biRRa of Costa Rica—decided there is nothing to be ashamed of when it comes to what makes us unique.
That’s why we transformed our label, one of the most recognized and loved symbols by Costa Ricans, to proudly celebrate what distinguishes us: our dragged “r”.
