Your brand intact, at market speed.
How Lagunitas, Heineken Brasil’s craft beer brand, turned experimentation into an on-brand production routine — and scaled volume 87% from pilot to full operation.
Production routine
·
Jul 2025 – Jun 2026
723
on-brand assets — lifestyle, product and video
192
assets generated in a single day (peak, Feb 2026)
+87%
in volume once production hits its stride
[ The brand ]
A strong identity, one shared design team.
Lagunitas is Heineken’s craft beer brand in Brazil — IPA-first, with a strong visual identity rooted in the California lifestyle. The challenge was scaling creative output without losing what makes it distinctive.
One design team served every brand in the portfolio, rebuilding brand context from scratch with every new request. Heineken Brasil uses Pupila, the brand technology platform, to tackle this challenge across multiple brands.
[ Challenge ]
Producing with the brand’s face, not stock’s.
Endless searching
Hunting for the right image in generic banks that never quite delivered what the campaign needed.
The brand’s DNA was missing
Whatever was found rarely matched Lagunitas’ style, palette, or lighting.
Endless rework
Manual assembly and reconstruction just to make assets look on-brand.
[ Solution ]
For every angle, its own visual expression.
Inside Pupila’s environment, a specific photographic identity was built — calibrated in lighting, style, and mood — for each brand territory. IPA and Day Time, lifestyle and packshot: each territory has its own look, and every image stays true to Lagunitas.
“The best part is that when I go to produce, I already have the lighting, I already know the style — we don’t have to worry about any of that.”
Fernanda C. Shell S. · Designer, Heineken Brasil
[ Campaign hub ]
Every campaign, organized and created in one place.
Every campaign lives in its own hub, where the team generates and organizes brand assets — photo, video, and text — all in one place.
For a team switching between multiple brands in the same day, this means real agility: no scattered files, no chasing references. Every asset is born on-brand and organized by campaign.
[ The takeaway ]
A strong identity, amplified.
Lagunitas has a strong identity — and with Pupila’s infrastructure, it’s amplifying its creative operation.
Consistency at scale. More creative freedom. Experimentation at no extra cost. One campaign, multiple contexts. Less rework, and autonomous, on-brand production.