AL FRESCO is an independent craft beer bar in Huesca’s historic centre. I built the brand from the ground up — from positioning and visual identity to social strategy and ongoing creative direction.
The project has allowed me to launch a brand, see how people respond to it and keep evolving it.
Skills:
- Brand Strategy
- Visual Identity
- Creative Direction
- Content Strategy
- Project Management
Building the brand
Create a craft beer bar that wasn’t only about beer. AL FRESCO was born from the need for a place where music, art, conversation and discovering new flavours could coexist, while feeling welcoming to families too.
The location helped shape the brand identity. Set in a tiny, traffic-free square in Huesca’s historic centre, the name AL FRESCO came naturally — inspired by life in the square and long summer evenings spent outside.
From there, I defined the audience, positioning, personality and tone of voice, before translating them into a visual identity and working with the interior designer to bring the same character into the physical space.
Building the audience before the bar
While AL FRESCO was still a building site, I turned the refurbishment into our first social campaign. Reels and Stories documented the transformation, while polls and collaborative Spotify playlists let people participate in the process.
We weren’t only building a bar. We were building its community at the same time.
IMPACT:
1,200 followers
before opening day
Keeping the brand alive
While some customers came specifically for the craft beer, many others came for the space, music and atmosphere — but knew very little about what was on tap. Craft beer still felt complicated, strong and “not for them.”
That became an opportunity for the content strategy. Instead of talking like beer experts, we could help people discover craft beer through the eyes of someone learning too: me.
That’s how “What Beer Tastes Like?” was born — a content series exploring styles, flavours and beer basics without assuming any previous knowledge. Questions, comments and Instagram polls help shape what I explore next, while the performance of previous content guides how I film, edit and develop new ideas.
IMPACT:
36.7K
Views
1.1K
Interactions
33.9%
Non-follower views
+4.9%
Audience growth in 30 days
Custom-made beer for AL FRESCO.
Laurentina is a basil craft beer created exclusively for AL FRESCO to celebrate San Lorenzo, Huesca’s biggest festival. Basil is one of the festival’s symbols, alongside its unmistakable white-and-green dress code, so the idea was simple: make the festival drinkable.
I used those elements to create a label that felt unmistakably San Lorenzo while still belonging to the AL FRESCO world.
For the launch campaign, I focused on the festival’s quieter side. Among the crowds, noise and non-stop celebrations, AL FRESCO could be the place to escape for a moment, sit down and enjoy a Laurentina. I translated that feeling into a more cinematic video campaign, promoting the beer both at the bar and as packs to take home.
