Rita de Pega
Categories
Branding, Product Design
Client
Moritz
Project
Project Radler
Services
Branding Art & Design Direction Motion Web design
Year
2025
The Rita de Pega project began with the search for an audience that had an aspiration or need. We found Olivia, a ‘fun-loving girl,’ a creative person who is a good friend to her friends, likes to be comfortable and is very real.
And we linked it to the concept, which is: A fake beer for a real person.
The fake beer refers to all those people who say that Radler beer is fake because it is not 100% beer. That is why we created Rita de Pega, a name that comes from bi-Rita de Pega (fake beer).
It is also the name of our character, Rita, a lady who lives her lie and her stories as if they were real. She was given a marquisate and wears it with pride wherever she goes.
El proyecto de Rita de Pega parte de la búsqueda de un público que tuviese una aspiración o necesidad, nosotros encontramos a Olivia una "chulita divertida" una persona creativa amiga de sus amigos que le gusta estar en confianza y es muy real.
Y lo ligamos con el concepto que es: Una cerveza de mentira para alguien de verdad.
Lo de la cerveza de mentira va en relación a toda esa gente que dice que la cerveza Radler es de mentira, ya que no es 100% cerveza. Por ello creamos Rita de Pega, un naming que viene de bi-Rita de Pega(Cerveza de mentira).
Es el nombre también de nuestro personaje, Rita, una señora que vive su mentira y sus historias como reales. Le regalaron un marquesado y lo luce con gala allá donde va.
The Rita de Pega project began with the search for an audience that had an aspiration or need. We found Olivia, a ‘fun-loving girl,’ a creative person who is a good friend to her friends, likes to be comfortable and is very real.
And we linked it to the concept, which is: A fake beer for a real person.
The fake beer refers to all those people who say that Radler beer is fake because it is not 100% beer. That is why we created Rita de Pega, a name that comes from bi-Rita de Pega (fake beer).
It is also the name of our character, Rita, a lady who lives her lie and her stories as if they were real. She was given a marquisate and wears it with pride wherever she goes.
El proyecto de Rita de Pega parte de la búsqueda de un público que tuviese una aspiración o necesidad, nosotros encontramos a Olivia una "chulita divertida" una persona creativa amiga de sus amigos que le gusta estar en confianza y es muy real.
Y lo ligamos con el concepto que es: Una cerveza de mentira para alguien de verdad.
Lo de la cerveza de mentira va en relación a toda esa gente que dice que la cerveza Radler es de mentira, ya que no es 100% cerveza. Por ello creamos Rita de Pega, un naming que viene de bi-Rita de Pega(Cerveza de mentira).
Es el nombre también de nuestro personaje, Rita, una señora que vive su mentira y sus historias como reales. Le regalaron un marquesado y lo luce con gala allá donde va.
The Rita de Pega project started with the search for an audience defined by attitude rather than demographics. We identified Olivia: fun-loving, creative, comfortable in her own skin, and unapologetically real.
This led to the core idea: a fake beer for a real person.
Responding to the perception of Radler as “not real beer,” Rita de Pega turns that contradiction into identity. The name also belongs to Rita, a character who embraces fiction as truth, wearing her imaginary marquisate with pride wherever she goes.
The Rita de Pega project started with the search for an audience defined by attitude rather than demographics. We identified Olivia: fun-loving, creative, comfortable in her own skin, and unapologetically real.
This led to the core idea: a fake beer for a real person.
Responding to the perception of Radler as “not real beer,” Rita de Pega turns that contradiction into identity. The name also belongs to Rita, a character who embraces fiction as truth, wearing her imaginary marquisate with pride wherever she goes.
The outcome is a cohesive identity that communicates with confidence and personality. A restrained visual language and deliberate design choices create a system that feels playful yet consistent. Beyond its visual expression, the project establishes a flexible framework that allows the brand to adapt across different contexts while remaining recognizable.
The outcome is a cohesive identity that communicates with confidence and personality. A restrained visual language and deliberate design choices create a system that feels playful yet consistent. Beyond its visual expression, the project establishes a flexible framework that allows the brand to adapt across different contexts while remaining recognizable.
