Felipe Holman's magical packaging design for Roca, an 'intense' craft brewery in Brazil

In the picturesque city of Pelotas, microbrewery Roca has been making waves with its intense and aromatic craft beers, each available in various intriguing flavours. Behind Roca's distinctive visual identity and imaginative packaging stands Brazilian designer Felipe Holman, whose unique approach to branding has set the brewery apart in a very crowded market.

Felipe, a seasoned graphic designer with a background in advertising and over a decade of professional experience, has not only worked in major Brazilian cities like Pelotas and Porto Alegre but has also catered to a global clientele since transitioning to freelance work. His extensive portfolio can be explored at his freshly updated website holman.design, where the depth of his creative expertise is on full display.

Drawing inspiration from mystical, raw, and handmade elements, Felipe created a bespoke series of illustrative characters to represent each of Roca's craft beers. "My task was to create a very consistent and strong visual identity system for the brand and its products. For this reason, illustrations became the project's base, and each character represents the idea behind the recipe and sensations that each beer brings to the consumer," Felipe explains.

For instance, the American IPA named 'Selene' features a genie as its mascot, complete with a flame-red beard that hints at a recent escape from a magical lantern. Meanwhile, 'Astral,' representing the Belgian blonde, conjures the image of a ghostly pirate, perhaps a legend whispered among mariners.

But Felipe's work extends far beyond creating captivating mascots. At his design firm, the focus is on developing comprehensive visual identities, brand strategies, and custom packaging designs tailored to meet the unique challenges faced by each client. This personalised approach ensures that every project meets and exceeds client expectations, enhancing brand presence in the market.

"Our work encompasses creating visual identities, brand strategies, positioning, and custom packaging design. We believe that excellent branding and design cannot happen without passion, intelligence, and commitment," Felipe states. Every project begins with a robust strategic positioning phase, followed by meticulous planning and execution to maximise business value.

Through his dedication and creative flair, Felipe has contributed to the growth and success of numerous brands, including Roca, which continues to delight beer aficionados with its flavourful offerings, while the compelling characters and vivid storytelling of its packaging are a testament to the power of thoughtful design and branding, masterfully crafted by the gentleman in question.