| Primus Beer
2010 REBRAND 100 Winners > notable
Industry: Beverages, Beer/Wine/Spirits
Component Rebrand
Country Base: Belgium
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - An independent family business, Haacht Brewery is the third biggest brewer in Belgium, producing beers, waters and lemonades as well as wine (it owns two wine chateaux in France). With a strong market position in hotels, cafés and restaurants, Haacht Brewery services more than 5,000 businesses in Belgium, the southern Netherlands and northern France.
Challenge - The challenge was to increase the dynamism of the brand identity Primus, Haacht Brewery’s leading brand. The new identity needed to strengthen Primus’s image as a local premium beer and also to convey the brand’s authentic and historic personality in a more effective and more modern way.
Strategy - Haacht Brewery’s leading brand Primus was named after Jan Primus (1252-1294), the powerful Count of Brabant who encouraged trade and was known to enjoy a good beer. It was critical for the redesigned brand to more strongly reflect the rich heritage of the Primus brand and to attract a modern audience. Consequently, authentic elements of the logo were given a contemporary spin and more dynamic and masculine elements were introduced to help convey the authentic story. A new and – for the Belgian market – unique 12-bottle crate was also introduced.
Result - This embracing of a new identity proved a success for the Primus brand, as Belgium’s leading supermarket chains were very interested in the new-look brand and new crates. Even before sales started, Haacht Brewery was forced to order more packaging capacity.
Credits:
Client:NV Brouwerij Haacht / HAACHT BREWERY: PRIMUS Brand - www.primus.be
Brand Strategists/Designers: Today - www.todaydesign.be
Brand Designer: Tom Andries
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