Birra RAFFO
Dal 1919 la birra dei due mari
Legend, authenticity, and positivity are the foundations of Birra Raffo’s relaunch. A true Love Brand for the people of Taranto, Raffo carries a powerful and distinctive Apulian identity — one so appealing it was ready to be shared with the rest of Italy. The challenge was to evolve the brand without losing its soul, transforming it in a way that felt contemporary while remaining deeply authentic and rooted in place.
Working on a Love Brand requires sensitivity. Our objective was to refresh Raffo’s image while preserving the emotional bond with its origins, blending quality, local pride, and modern appeal through a renewed visual language. Packaging became the key vehicle for this transformation.
brand identity, brand repositioning, brand narrative, packaging system, new product development, structural design
The relaunch began with the evolution of Raffo’s core brand assets. Taras, the legendary symbol of Taranto and long-standing brand icon, was completely reimagined. His new posture — looking decisively to the right — signals optimism and a forward-looking vision. A faceted colour treatment express the energy and multifaceted spirit of Puglia. The logotype was redesigned to reinforce authenticity, with a slight inclination that mirrors Taras’ stance, creating visual harmony and a sense of movement.
A new wave motif was introduced on the neck label, becoming a fundamental storytelling element. It strengthens Raffo’s deep connection to the sea — an essential part of Taranto’s identity and the brand’s heritage.
Raffo’s Apulian roots are also expressed through its ingredients, inspiring the creation of a new product: Raffo Lavorazione Grezza. Made exclusively from unrefined Apulian cereals, the beer delivers a bold, authentic flavour that is clearly expressed in its label design. To distinguish it from the classic Raffo, we created a proprietary bottle inspired by the towers of Taranto’s Aragonese castle. The bottle features a stylised wave emboss, reinforcing the maritime narrative, while the label’s intense golden colour — evoking the Apulian sun — and textured finish reflect the raw, unrefined nature of the beer.
Through this holistic design approach, packaging becomes more than a container — it becomes a storytelling tool. Raffo’s renewed visual identity communicates pride, optimism, and belonging, turning Puglia from a place into a mindset. Today, that mindset is ready to resonate far beyond Taranto, carrying the spirit of Raffo across all of Italy.
