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LA ROJA BEER
Have a beer for peace
LA ROJA is an artisanal beer made by former FARC combatants after the signing of the peace agreements. The challenge was to give it a contemporary look while preserving the values of social justice and struggle that its founders wanted to imprint on the brand. For this, Martí was created, a free typeface derived from Commune (an open source and free font by Velvetyne Type Foundry), giving it distinctive traits, improving kerning, and altering shapes. It is used in messages that accompany the beer, like a political slogan.
year: 2020
disciplines: branding / corporate typography / packaging