Travessia
A collaborative Belgian Tripel between two neighbouring Brazilian breweries — reframed as branded content about the road that connects them, not as a limited edition with a press release.
Context
In 2015, Therezópolis and Bohemia released a Belgian Tripel brewed with ponkan aroma. The beer took its name from the road it referred to — the Serra dos Órgãos crossing that connects Petrópolis, Bohemia's home, to Teresópolis, Therezópolis's home.
Content House was brought in for the branded content around the launch. The brief was not to announce a new beer; it was to build an editorial universe around the idea of a travessia — territory, collaboration, craft, and the meeting of two brewing traditions.
The concept became the narrative thread across every launch touchpoint — the label, the communication, the trade materials, the specialist press conversation — and, importantly, the launch event itself, staged on the actual crossing.
Challenge
Two neighbouring brands releasing a joint product invites the reading of a commercial handshake. The work was to earn the release as a story of place and craft — dense enough editorially to justify the beer, so the beer never had to justify itself.
Role
I led branded-content strategy for the launch at Content House. My work was reading the physical territory as symbolic material, building the editorial universe around the word 'travessia', and holding governance across the mother brand, the partner brand and the joint product so no channel drifted off tone.
Approach
Read the territory as material
The mountain, the road, and the two towns were treated as primary matter for the narrative — not as picturesque background for a product film.
Make the noun the platform
'Travessia' became the editorial axis: encounter between two houses, two styles, two sides of the serra. Product, communication and event all pointed back to the same word.
Write in the register of specialists
Language, visual system and content depth designed to sit inside the specialist beer conversation — density first, sell later.
Stage the launch on the road itself
The release took place along the Serra dos Órgãos crossing — turning the road into a live set for the brand experience, and letting the environment do the storytelling.
Execution
- 01Branded-content platform for the launch
- 02Conceptual territory and brand narrative for the release
- 03Editorial direction for content and communication
- 04Tone-of-voice guideline across product touchpoints
Outcome
The launch reached the market as an editorial piece rather than a seasonal SKU. Travessia stood apart inside the special-editions calendar of Brazilian craft beer, reinforced Therezópolis's premium positioning, and made the case that a collaboration between brands can be told as a story — not distributed as a release.
Credits
- ClientTherezópolis and Bohemia
- AgencyContent House
- StrategyBruno Rothstein
- CreativeBruno Mizogutti
