Portugália is one of the most iconic beer brands in Portugal. Established as the first Portuguese beer brand in 1916, it emerged from the nationalization of the German company Fábrica Germânica Imperial. In 1925, the first Portugália bar opened in Lisbon, offering draft beer paired with snacks. Today, the brand operates two distinct hospitality concepts: Portugália Cervejaria, a restaurant chain offering table reservations, and Portugália Balcão, a more casual bar network known for serving beer alongside shrimp and steaks.
As the brand approaches its centennial celebration next year, Portugália has undergone a visual identity transformation crafted by Farelo Studio to reflect its modernity while honoring its rich heritage.
The Old Identity: Outdated but Rooted in Tradition
The previous logo for Portugália featured a stylized shield incorporating Portugal’s coat of arms, complete with seven castles and five smaller shields. While this design conveyed a sense of tradition, it struggled to meet the demands of the digital age. Gradients in the shield would appeared blurry at small sizes, and the wordmarks wouldn’t be suitable for scalability and diverse color applications. Furthermore, the overall design lacked a coherent artistic direction, making it feel outdated in a modern context.
The New Identity: A Contemporary Celebration of Heritage
Farelo Studio’s updated visual identity aims to encapsulate the spirit of a contemporary, inclusive Portugal that is open to the world. The new logo replaces the detailed emblem with a streamlined wordmark “Portugália.”
The primary logo uses a custom-modified version of the Termina typeface. Unique design features include the curved lines in the letters “R” and “A” and, most notably, the “O,” which is shaped like a shield—a nod to the old logo. This shield-like curve is echoed in the “U” for added visual harmony. The secondary text, “Cervejaria” and “1925,” is rendered in the unaltered Termina typeface.
An additional emblem in the form of a shield, similar to the “O” in the logo, features “1925” inscribed within it. This standalone symbol is described by Farelo Studio as a representation of “Portugueseness,” paying tribute to the brand’s history while offering versatility for various applications.
Dynamic Visual System
The revamped branding extends beyond the logo to include a dynamic and vibrant visual system. The brand’s dominant blue is complemented by cyan, red, and muted orange, creating a lively and flexible palette. In addition to the customized Termina typeface, the branding employs Acumin Pro, a font by Robert Slimbach, for supplementary uses.
A standout feature of the new identity is the use of shield-shaped tiles, inspired by traditional Portuguese “azulejo” tilework. These tiles are utilized in branding applications, including restaurant and bar interiors, creating a cohesive visual narrative that ties the physical spaces to the brand’s story.
The updated identity is versatile, enabling its application across diverse mediums such as menus, beer varieties, and snack offerings. The interplay of shapes and colors adds flexibility, while the shield-inspired elements ensure consistency with Portugália’s heritage.
Portugália’s rebranding by Farelo Studio is a magnificent example of how a traditional brand can evolve for the modern era while retaining its historical essence. By reimagining the classic shield into a suite of graphic elements, the designers have created a distinctive and memorable brand image. This transformation not only aligns Portugália with contemporary aesthetics but also reinforces its connection to Portugal’s rich cultural heritage, paving the way for its next century of success.
