"A sensitivity capable of translating concepts into an uncommon and admirable sensorial experience. Our collaboration on a brand experience project greatly enriched the outcome and turned the work into a benchmark within the agency."

Amanda Vilas

Brand Strategy Consultant at Interbrand

Spaten Brandbook

Spaten Brandbook

We led the aesthetic cartography that gave rise to Spaten’s rebrand — a deep dive into the medieval imagination that serves as the brand’s symbolic territory. From this investigation, we extracted language guidelines that reinterpret the past with strength and sophistication, crafting a contemporary expression that honors the beer’s 700-year legacy without losing its essence. The work revealed powerful and provocative insights that shaped the creation of the new brandbook.

The Neo-Medieval Expression

In collaboration with GUT Agency and with the support of artificial intelligence, we visually translated this new imaginary, blending tradition and innovation into a unique and memorable aesthetic.
AI was used as a creative tool in the design process, enabling the generation of images that pushed the boundaries of medieval visuality beyond the expected — exploring new textures, compositions, and atmospheres.