Leffe
Leffe: Giving the World’s Oldest Craft Beer a Premium Upgrade
Project Included: Brand Design, Art Direction, Illustration Design
The Brief
Leffe is an ‘Abby Beer’ and has been in production since 1240. It has a great heritage as an aperitifand is drunk with light food in France & Belgium, its traditional markets. Now, Leffe is a global brand sold all over the world with a range of products to suite both moods and occasions. In preparation for a US launch, the challenge lay in increasing brand differentiation against key competitors while capturing the brand heritage and balance with contemporary relevance.
The Challenge
After extensive semiotic visual exploratory, a visual DNA for Leffe was defined within a V. B. I. document. This helps to establish the visual personality of the brand beyond that of a basic brand guideline. This new visual blueprint would inform both the core range and NPD as well as experiential and brand communications.
The Solution
Once the blueprint was in place we were able to consistently and coherently express the brand across many touch points in a way that felt ‘curated’ and varied rather than being constrained to a rigid brand guideline. This new found flexibility also allowed for new innovative products to feel like an authentic extension of the Leffe brand. Overall, a more fluid, confident brand expression.
