This special edition project for Moritz is rooted in the brand’s identity as the first beer of Barcelona and its deep connection to the city’s cultural life, resulting in La Ceralia, a wheat beer conceived as a contemporary urban ritual. Based on extensive historical and cultural research, the project draws from the ancestral symbolism of wheat, life, fertility, death, and rebirth, and the ancient Roman festivities dedicated to Ceres (the Cerealia), reinterpreting these traditions through a modern lens. The concept targets a “neo–neo pagan” audience seeking to reclaim and adapt ancestral narratives within urban life. The proposal encompasses strategy, branding, verbal identity, visual identity, packaging, and an experiential launch campaign, building a “pagan-tech cult” aesthetic that merges medieval symbolism, digital glitch language, and contemporary Barcelona codes.

The project includes full branding with the Moritz logo, printed labels, and a 4-pack, alongside professional product photography, a creative book explaining the design process, and campaign videos generated using artificial intelligence.