Birra Pedavena

Pedavena is a historic Italian beer brand founded in 1897 at the foot of the Dolomites, deeply rooted in its place of origin. For over a century, the Fabbrica di Pedavena has been a landmark in Italian brewing, thanks to beers made with pure mountain water and an identity built around nature, togetherness, and wellbeing. Today, Pedavena is called to reinterpret its heritage through a contemporary lens, speaking to a new generation that sees the mountains not only as a destination, but as a way of life.

The goal of the project was to renew Pedavena’s identity through a brand refresh and a complete packaging redesign, strengthening its positioning as the beer that represents the world of the mountains. The challenge was to enhance the brand’s historical legacy without relying on nostalgia, making it relevant for modern outdoor lovers: people who seek energy, connection, and authenticity in nature. The new system needed to be distinctive, recognizable, and capable of expressing a clear promise: delivering an experience that refreshes the spirit and fuels human connections.

We developed a new brand platform built around the essence “Soul Refreshing”, translating the positive energy of the mountains into a solid, contemporary, and iconic visual system. The historic logo was redesigned by preserving its Gothic inspiration while refining it into a more essential and confident mark, becoming the core of a strong and recognizable typographic identity. The color system, inspired by the hues of the summer mountains, reinforces the bond with the territory and guides differentiation across the range. The new packaging captures the mountain as a place of sharing, gratitude, and renewal: a moment of pause that celebrates the feeling of “we made it” and the pleasure of being together, after the climb.