Client:
Rabieta
Country:
Argentina
Task:
Point of Sale, Brand Activation
Bringing the Authentic Craft Brewing Process and Argentine Spirit to Retail & On-Premise Displays
For Rabieta, one of Argentina's leading craft beer brands, IMAGINITY conceptualized and designed a comprehensive point-of-sale (POS) and brand activation strategy. The project focused on translating the authentic craftsmanship of Rabieta's brewing heritage directly into retail and trade touchpoints, creating an inviting, relaxed atmosphere across custom POP displays, coolers, and branded furniture.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
Visual Highlights
- Copper & Natural Wood Materials: Integration of copper accents and warm wood finishes inspired by the traditional copper tanks where Rabieta’s craft beer is brewed, instilling a genuine handmade aesthetic.
- Brewing Tank POS & Cooler Inspiration: Design of specialized refrigerator displays and POP structures modeled directly after craft beer copper brewing vats to highlight carefully detailed craft production.
- Relaxed & Unconventional Copywriting: Incorporating casual, friendly typography and informal phrases that bridge the gap between craft brewing passion and everyday consumers.
- Written Craft Benefit Callouts: Clear messaging integrated directly on display panels emphasizing product attributes, carefully selected ingredients, and brewing quality.
- Distinct Argentine Heritage Cues: Visual identity and brand positioning strongly connected to Argentina's rich craft beer tradition and vibrant social culture.
The Challenge
Rabieta needed to expand its retail footprint and elevate its trade presence in supermarkets, bars, and points of sale without losing the warm, artisanal identity established at its flagship brewery. Translating the physical warmth of a craft brewery—characterized by copper brewing vats, natural wood, and informal camaraderie—into functional, mass-produced POP materials and branded refrigerators presented both a structural and strategic challenge. The activation needed to command immediate attention on the retail floor while preserving the brand's authentic Argentine craft soul.
Our Design Process
Starting from a strategic brief, IMAGINITY initiated a design process centered on high-impact in-store marketing and key visual design. Our design team analyzed the physical visual codes of Rabieta's brewing process, selecting authentic materials such as brushed copper and warm timber to build the core structural elements. We developed custom wraps and headers for retail coolers and modular POP stands that incorporated casual typography and clearly articulated product benefits. Combining structural design with unified visual identity guidelines, we ensured seamless execution across all retail formats in Argentina.
The Outcome
The resulting point-of-sale activation successfully transformed standard retail coolers and POP spaces into immersive brand touchpoints. By pairing industrial copper and wood textures with relaxed messaging and a proud Argentine identity, the campaign strengthened consumer engagement at the point of purchase, elevated trade visibility, and solidified Rabieta’s position as a premier craft beer brand.
IMAGINITY is a global packaging design agency and branding studio specializing in consumer packaged goods (CPG), partnering with market-leading Craft Beer, Beverage, and FMCG companies across Argentina, Latin America, and international markets. Combining strategic branding, custom visual identity, brand activation, point-of-sale design, and prepress expertise, our agency delivers impactful visual storytelling across our entire portfolio to drive commercial growth for client brands.
