After a turbulent cycle between 2022 and 2025, Brazilian football was coming from a place of doubt.
Three different managers, disappointing results, and a national team that felt further away
from its own myth than ever. Then Carlo Ancelotti arrived.
As the official beer of Brazilian football, Brahma turned that moment into a rallying cry.
For the first time since taking charge of the national team,
Ancelotti became the voice asking Brazilians to leave the skepticism behind and let themselves believe again.
Three different managers, disappointing results, and a national team that felt further away
from its own myth than ever. Then Carlo Ancelotti arrived.
As the official beer of Brazilian football, Brahma turned that moment into a rallying cry.
For the first time since taking charge of the national team,
Ancelotti became the voice asking Brazilians to leave the skepticism behind and let themselves believe again.
︎︎︎ 2025
/// my role
concept, art direction, design
/// my role
concept, art direction, design
︎︎︎ launch film
︎︎︎ design ID
In Brazil, Brahma is known as the country’s Nº 1 beer.
And for many years, that positioning came to life through a simple and powerful symbol:
the hand making the Nº 1 gesture, a trademark of the brand’s communication.
And for many years, that positioning came to life through a simple and powerful symbol:
the hand making the Nº 1 gesture, a trademark of the brand’s communication.
To show that it truly believes in the Brazilian National Team, Brahma gives up its own iconic symbol
and transforms it into the crossed-fingers gesture (a universal sign of faith, hope, and support)
turning it into the icon of its World Cup campaign.
Work in progress More updates will be added soon.