Microprovenance – How Local Stories Are Shaping the Future of Brand Identity

Brands have used provenance as a storytelling device since the dawn of time. But consumers want more relatable stories to connect with. They demand authenticity and delight in lesser-told stories. Enter microprovenance.

Our design for the Cruzcampo UK launch with Heineken hones in on the specificities of its roots in Seville, a region known for its warmth, relaxed lifestyle, and vibrant traditions. Rather than leaning into the typical, generic Spanish branding tropes of sun-drenched beaches or flamenco, Cruzcampo’s identity took inspiration from the slower pace of life - specifically, the beer-drinking tapas hour unique to the region.

We spoke to Dieline on how microprovenance is shaping the future of brand identity.

Read the full article here.