Thirst Craft on 11/21/2018
Restoring Pride Aruba’s premium beer Balashi was in steady decline thanks to an outdated look, increased aggression from imported competitors and declining loyalty from locals. Having reached out to potential partners around the world, this Caribbean island brewery chose Thirst to restore relevance to its flagship brand. Watapana Tree With two primary audiences to consider, we wanted to create a brand that made locals feel proud of Balashi while also appealing to tourists’ love of the island. We evolved the Balashi brand to iconise their famous Watapana tree and premiumise their pack, then capitalised on a simple insight to tell their story. Aruban at Heart Very few people are actually born in Aruba, but all feel a deep affiliation with the island. This insight inspired our brand story: We can’t all be Aruban, but we can all be Aruban at heart. Informing everything from pack to in-store to advertising, our new brand and story reversed Balashi’s steady decline.