TROVA

Built for Carlsberg Group as part of a creative internship task for Haines Partners. The project led to securing a six-month creative internship role at the studio. The brief was to create a new-to-world flavoured beer brand for Gen Z. Through market and audience research, TROVA responded to a gap in the UK flavoured beer market for brands that combine layered flavour with intentional, curated branding. Built around Gen Z’s appetite for discovery, escapism, home drinking, and curiosity for unexplored tastes, TROVA is a flavoured beer brand inspired by ancient fermentation drinks from around the world. TROVA acts as a passport to stories, places, and rituals. Designed as a scalable system, each chapter explores a different drink and flavour tradition, beginning with Tepache and Pulque, two ancient Mexican fermented drinks commonly mixed with beer today in Mexico City. The packaging system was designed to feel collectible and expandable. A muted upper half anchors the brand, while the lower half shifts in texture and material depending on each chapter’s origin story. The heart of the brand is “The Trovador”, a symbolic traveller who journeys across cultures learning stories, flavours, and rituals to bring back and share with new audiences, always led by respect and cultural honouring.