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Tisey, conquering new heights for craft beer

How can new brands position themselves as contenders in their niche? Standing out from established competitors with solid brand identities and customer loyalty is no easy task. Our friends at Tisey Brewing Co., a craft beer brewery in Nicaragua, faced this challenge when they contacted us. We helped them magnify their uniqueness and carve a distinctive position in the craft beer market by maximizing their value proposition. The result was a strategic brand approach and an impactful visual identity and packaging system to communicate their authenticity, quality, and captivating brand story. Ultimately making Tisey an irresistible choice for adventurous beer enthusiasts.
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A top-tier craft beer – Literally.

Through comprehensive analysis and dialogue, we delved into Tisey’s core strengths to uncover their unique selling points.

We recognized that their location in the mountains of Nicaragua served as a tangible differentiator. They brew craft beer at a remarkable altitude of 1400 meters (4,600 ft) above sea level, in a distinct location, El Tisey Natural Reserve, and using mountain spring water. Additionally, Tisey’s commitment to quality and the use of premium ingredients further distinguished them in the craft beer landscape.

We developed the big idea to convey this narrative: “Cerveza de Altura.” They are the only mountain brewery, making them the only “Beer of Height.” This encompassed not only their physical elevation but also their dedication to exceptional standards and the unparalleled experience they offered.

Visual Brand Identity

The visual brand identity we crafted for Tisey captures the rugged and adventurous essence of the brand. The custom-made wordmark features a strong, slightly quirky typeface that captures attention and adds character.

For the packaging design, we developed a system that caters to different flavor profiles and beer types. Utilizing muted colors with an earthly and sophisticated aesthetic, we purposefully stood out from the bright and generic packaging typically seen in their market. The handmade illustration style, featuring a linotype finish, depicts the brewery and infuses the labels with authenticity and craftsmanship.

To enrich Tisey’s brand story, we delved into the local culture and discovered an enchanting figure—the Dwarf. As part of the folklore in the mountains of Estelí, Nicaragua, the Dwarf is a fantastical being believed to reside amidst the brewery’s surroundings. Embracing this local legend, we appointed the Dwarf as the mystical guardian of Tisey’s craftsmanship, infusing their brand with wonder and intrigue. He emerges from the shadows of the night, visiting the brewing room to create and steal the most magical beers known to man.

Ascending to new heights

We empowered Tisey to reach new heights, highlighting its exceptional location, quality, and captivating brand narrative. Together, we unveiled their true differentiation, positioning Tisey as an irresistible choice for craft beer enthusiasts searching for a unique, immersive experience.

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Carlos Zúñiga, co-founder and creative director of Madre, brings over two decades of experience nurturing brands and big ideas. 

As a visionary leader, Carlos collaborates closely with C-level executives and marketing teams to craft compelling brand strategies that resonate globally. His expertise has helped numerous brands break into new markets, stay relevant, and sustain growth across over 55 countries.

Beyond his professional endeavors, Carlos is passionate about fostering creativity and community. He founded Chispafest, a platform empowering the creative community in Nicaragua and Latin America through workshops and talks.

Based in London, Carlos embraces adventure, from training for marathons to anticipating the joys of fatherhood. His dedication to his work, community, and personal growth is inspiring. Carlos holds a Master’s in Strategic and Creative Direction from IED Barcelona, further enriching his ability to drive innovative solutions for Madre’s clients.