La Birra is a craft brewery from the city of Caxias do Sul (RS/Brazil), on the mountain range area. The brand was born as a test in 2015 and quickly became a reference in the beer scene, being today one of the largest breweries and bar chains in Rio Grande do Sul. At the time when the brand started its expansion project, a strategic repositioning work was carried out, resulting in a new and large brand universe, including the standardization of its identity system to guide the opening of new bars and the structuring of packaging to reach the national scene with the entry of its products at points of sale.