- Its island origin, commitment to society and the environment and its direct reference to the eight islands are some of the values associated with a more modern and dynamic image.
- The initiative marks a milestone for the company, which has maintained its current image since 1994 after the merger between Cervecera de Canarias and Sical.
Santa Cruz de Tenerife, May 16, 2023.- Compañía Cervecera de Canarias launches a new corporate identity through a research and development project carried out in collaboration with the Faculty of Fine Arts of the University of La Laguna and with which it aims to promote local talent and contribute to the training of young people on the islands.
The official premiere of the new image will take place at the eighth edition of the Canary Islands Gastronomic Fair (Gastrocanarias), at the end of the month, although its progressive introduction has already begun.
The CEO of Cervecera de Canarias, Naveen Mehra, highlights that this initiative represents an important milestone for the entity, which has chosen to adapt to today's society and change its image, created in 1994 after the merger between Cervecera de Canarias and Sical.
Likewise, he states that "the company is proud that this update is the result of joint work with the university community and aims to convey a current, modern, dynamic and diverse image." He adds that "its design has taken into account the vision of new consumers, and the most relevant values of the company have been reinforced, linked to the Canary Islands, where it has a consolidated presence since 1939 on the eight islands, in addition to its commitment to Canarian society and the environment."
For his part, the dean of the Faculty of Fine Arts, Alfonso Ruiz, highlights that this initiative represents "a clear example of the opportunities for collaboration between the academic and professional spheres. Together, we have been able to develop an internship model that goes beyond those normally carried out within the academic curriculum." An aspect that, he adds, "opens up a collaboration model in which our students have the opportunity to join professional work teams, carrying out a real assignment for a real client with whom they also have the opportunity to deal in first person."
He highlights that, in line with “the duty to serve society, which is part of the differential essence of the public university, this should be the first project of a laboratory of ideas in design and communication that can continue collaborating with the Canary Islands Brewery Company and provide service to other companies in our environment.”
The project for the new corporate image of Cervecera de Canarias has been the result of work carried out for nearly six months by a team from the Graphic Design degree, made up of two students, Gabriela Canosa and Óscar Hernández, under the tutelage of professors Sergio Fernández-Montañez and Bernardo Candela. To this modern and future vision of the new generations of students, the collaboration of company employees has also been added, who have contributed their knowledge about the company itself.
The work has been consolidated through more than ten different versions, which have been evaluated until the current one was chosen, marked by dynamism and closeness and in which, through white, cyan blue and gold, the aim has been to reflect the main hallmarks of the company, associated with its Canarian origin and its connection with the sea, the color of barley and the direct reference to the eight islands.
Another of the highlights has come from the change of the name, reduced to Cervecera de Canarias, in line with the more familiar nickname by which it is known on the islands, enhancing the feeling of belonging that is reflected in Canarian society towards the entity and its brands.
The launch of the new image will be accompanied by a video that will be published on the company's website and social networks, which will review the first years of the entity and its evolution until now, connecting with the values that are intended to be promoted in this new stage.
In addition to a financial contribution, the agreement between the company and the Faculty of Fine Arts has made it possible to enable a room in the latter center with the necessary equipment for the development of future activities in the field of design and creativity.
With all this, the aim is to establish avenues of collaboration to bring the professional world closer to students who are developing their training, in addition to promoting interdisciplinary collaboration with new generations and ensuring that they have a tool to put into practice the knowledge acquired in the training stage.
About Canary Islands Brewing Company
Compañía Cervecera is one of the main beer producing companies nationwide and one of the main drivers of the economic and social development of the Canary Islands. Defender of products made in the Islands due to their multiplier effect on the economy, it directly and indirectly promotes the creation of nearly 9,000 jobs; participates in the shareholding of several Canarian industrial companies, and gives priority to local supplies to carry out its activity.
Compañía Cervecera produces its own brands of beer Special, Golden and Tropical, and under license Stella Artois; distributes international brands of the AB InBev Group, such as Budweiser, Corona, Becks, Leffe and Franziskaner, and the Diageo Group, as Guinness. In addition, it has other drinks such as energy Red Bull, ciders Kopparberg and Magners, the bleeding Devolcan and the juices Libby's.
*We attach the following links to download the video about the new corporate image: https://bit.ly/42IcyjK
https://youtu.be/13d_u82AaKU
