![](https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Photo1-FCC-case.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=400&s=e5a0100fb53271e3b0b6f134b60f74ac 400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Photo1-FCC-case.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=dd03b1c83b3d61099b69f4c0de4cf9ab 600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Photo1-FCC-case.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=d17833156f2ce80e3a453dd7aa399d85 800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Photo1-FCC-case.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=9b79403151ecf29ac835668818a7d54d 1000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Photo1-FCC-case.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=8d296291f98b3a02bbc7c9f412a71733 1200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Photo1-FCC-case.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=f9480c038498155958499490183006d8 1400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Photo1-FCC-case.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=4d0e9bcb6e8c51998f7fba9a921e7912 1600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Photo1-FCC-case.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=e2a7da56415795a4a0f705d0b0cac67a 1800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Photo1-FCC-case.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=e0f5e2c9b6f09838a5894cbb76f89221 2000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Photo1-FCC-case.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=f5932485c260197fecfdd9a92ed8e793 2200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Photo1-FCC-case.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=3ffc6df6552033ee2ff4592453563be9 2400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Photo1-FCC-case.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=11b68e0af6c7370378448002b02b7921 2600w)
Challenge
Fundación Cruzcampo (FCC) is a social organisation that provides young people with the necessary skills and knowledge to enhance their personal and professional growth in the hospitality sector. Its visual identity is based on the commercial brand Cruzcampo, one of the most popular beers in Spain. Despite the public recognition, FCC identified the weakness of its identity. The brand needed a refreshing lift to resonate and grow within its community.
![](https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19_2024-04-08-140406_nscq.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=f1b3fd7fb478e494ef167a3d3e7748d6 600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19_2024-04-08-140406_nscq.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=1e111e6e273c24b89484e8e38dd56ef9 800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19_2024-04-08-140406_nscq.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=4f7c2457e96cf0a551ba78f24a4c5567 1000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19_2024-04-08-140406_nscq.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=b12f590d3097d49b20d68a3c206d5e16 1200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19_2024-04-08-140406_nscq.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=2b99315316459e6735084fd7bb8ed0f7 1400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19_2024-04-08-140406_nscq.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=24ef5538028f1c13e9c2774976dd8d1c 1600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19_2024-04-08-140406_nscq.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=c85251d096d60a4e74f95f3e080cc25e 1800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19_2024-04-08-140406_nscq.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=8e1433b74428dd1dae4cefcbb8988f80 2000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19_2024-04-08-140406_nscq.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=4824003876969535d01447b7d175ca1d 2200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19_2024-04-08-140406_nscq.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=71d276e384286b0e5c8190dd0e90db3a 2400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19_2024-04-08-140406_nscq.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=5782e9ce07079e946df0f9a5795a8de9 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=c22078311c07186b1d70ec51453bdef4 600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=323416e951565b47256d50d30f983e66 800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=dabe8b28582c3fa485d26e65338f20e4 1000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=d204bf09d10047a6cf0b39dd55cd0990 1200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=534ecdda36c049cc35d285a20bf2b05c 1400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=890068778b558ca405b0f32df5d55290 1600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=8e7467655d506448d7348178f913758a 1800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=26c2ce0d2999a2b3ab3e4c41e7163dbd 2000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=7b45f8ea47de89499bfe3d87dbed8666 2200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=7181357d689bb4abebc4a1e87ec92ce3 2400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Instagram_1080x1080_19.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=a47f70acecf57352f8d28a620e56e015 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/rrss06.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=686d72c490cdb7b7781244b4c9e10775 600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/rrss06.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=ffe313c49eb49040d40655fafeaf6820 800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/rrss06.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=c6044605dc9c53255d4defcad48e2d76 1000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/rrss06.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=594f26136b5b6b21462f0c568460dcd4 1200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/rrss06.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=e637f80a284b655611d7830626db6803 1400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/rrss06.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=9fd336c8e85ffe0de6e3a035b36bd743 1600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/rrss06.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=bea240860c19651d770dcf2cff966a5c 1800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/rrss06.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=f5903fe4d1ce6755cee6bbc7600c2b60 2000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/rrss06.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=8e89a5cfea0448e44360dfd28025497e 2200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/rrss06.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=9b6bdc3b6b1279a7658e99fcfbcfa578 2400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/rrss06.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=a67c45541258a527a89a45e7541ea72f 2600w)
Solution
FCC partnered with Designit to revamp its visual identity and adapt it to digital channels. The team also identified the need to use a theoretical framework to evolve and maintain coherence with the Cruzcampo ecosystem. As a key deliverable, we created a complete manual detailing the new brand guidelines.
![](https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/web1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=882315e252c330f7fb8aec1d7f489759 600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/web1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=986aacb9de84fd1e15796c05f95e3390 800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/web1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=7f464913d6691282dc1d9468d2698b96 1000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/web1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=f7ba901ffa19c78ad46aa4de3ed80160 1200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/web1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=026380318902f9d46ed2232f52a02229 1400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/web1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=3c5959df13dd41a974b3ae3a6722e050 1600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/web1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=59ea85120a43cd08f1e2c482cede11de 1800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/web1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=a93b0051a9aecd75fa22ec35a9528d5d 2000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/web1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=314f7ab7a3c8a0e753b0c7559729f176 2200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/web1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=552ff5bf4d729f820f7ff07653cad4b1 2400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/web1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=e80bdcf3a97f0a9fb5541f10a597414b 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/RRSS01.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=36af13512fbc769d95c041e7360fabef 600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/RRSS01.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=a30c8bae90804502306f131d789ae347 800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/RRSS01.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=3d036329289c8619271f2aa5e680c4ab 1000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/RRSS01.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=dae01788de732e334de4d513f42a9e60 1200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/RRSS01.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=f8de4954317d5dc8a8b115928bde3b32 1400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/RRSS01.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=6dcc330175c598cec9f7d9c269896fe6 1600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/RRSS01.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=d85cb291a59dfb30e9e6d9abde7a7439 1800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/RRSS01.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=18b5ceda9e95665f6d59f50700d0a1a0 2000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/RRSS01.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=0dce374e2f2712bd70af5f4b0b1ff227 2200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/RRSS01.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=69b38419ae88cb01c25fe5f1f147f89d 2400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/RRSS01.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=fd23213fa33919e1dbf00a88741f97b1 2600w)
Impact
Thanks to the evolution of its identity, the new visual expression will have a notable impact on FCC’s positioning. It’ll strengthen its presence in digital channels while maintaining its connection with Cruzcampo and the rest of its ecosystem.
Why it matters
Throughout the process, we've guided FCC in understanding the value of brand redesign, laying the groundwork to define its positioning and values, and ensuring internal alignment within the team.
![](https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/posters5-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=46427906283c5b28fe74341673c413dc 600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/posters5-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=862b604bac78a330c481154be46d8966 800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/posters5-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=b6d944e7e6365c7ffacd0f31e2e1c527 1000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/posters5-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=339b9ca89a346d8ae063f46be2011b14 1200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/posters5-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=cdca1922d3cf909b75df5a339ab269d4 1400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/posters5-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=52ac0c4a0717b19c43ba528df9bdc283 1600w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/posters5-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=a77c92edbff45083538e7ef72a14bacc 1800w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/posters5-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=031c093acd32c5c2c24cfae60800fabe 2000w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/posters5-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=93a472f0aa94c6e14b025db13fcc212a 2200w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/posters5-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=243ff44c44618868e7ff03a0ce3f4af1 2400w, https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/posters5-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=1cfddc6fec09bc70b31ad55fda55425c 2600w)
‘The new identity elevates Fundación Cruzcampo as an independent and corporate entity, and gives us resources to capitalise on or value our dedication to people. We are very comfortable with it and very grateful for the work of the Designit team.’
![](https://designit-web.imgix.net/images/Case-studies/Fundacion-Cruzcampo/Regla-Bejarano.jpeg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=160&q=90&w=160&s=c5616440efbd352b58f080ab51ee3ef1)
Regla Bejarano
Fundación Cruzcampo Director
Details
Client
Project team
Contact info for Claudia Urquijo
Contact info for Raquel Marín
UI Designer,
Madrid
Contact info for Julián Giménez
Digital Designer,
Madrid
Contact info for Eduardo Hernández
Lead Brand Strategist,
Madrid