Piedboeuf Extra Pils
Crafting Tradition for Tomorrow
Step into the world of Piedboeuf Extra Pils, a historic Belgian beer brand on the brink of a captivating transformation. Renowned for their tafelbier, Piedboeuf is set to re-enter the limelight with the re-launch of Extra Pils, courtesy of AB Inbev's vision for a fresh, attractive brew.
| Year: | Currently in progress |
| Client: | AB Inbev |
| Commissioned by: | Wasserman Benelux |
| Made at: | culd. |
| Concept & strategy: | Tobias Druyts & Jurian Kersten |
| Services provided: | Creative direction, Strategy, Graphic Design, Packaging, Poster design, POCM |
The Challenge:
In a landscape where the Belgian pils beer market thrives on fierce competition, Piedboeuf faces the exciting task of not only rebranding Extra Pils but also carving a distinct space in the hearts of young consumers (16-24Y), the future connoisseurs of beer.
The Vision:
Our goal is clear — to reinvent Piedboeuf Extra Pils into an irresistible beer that speaks directly to the tastes and preferences of the next generation. To achieve this, we embarked on a journey that blended basic market research, creative exploration through mood boards, and a deep dive into the brand's heritage.
Innovation and Personification:
Recognizing the importance of standing out in a crowded market, we introduced innovative marketing, quality control measures, and unique flavors. However, the true game-changer lies in our creation of "Le Bon Brasseur." Le Bon Brasseur is not just a mascot; they personify the brand, adorning the cans and representing the youthful, approachable face of Piedboeuf for a new generation of Belgian beer enthusiasts.
Design Evolution:
Our creative journey involved meticulous steps, from redrawing the mascot to be more youthful to three rounds of design exploration. The final design for the 33cl and 55cl cans, along with shrink packaging for 6x33cl and 4x50cl, reflects the perfect fusion of tradition and modernity.
So whats next? Currently in progress is the development of Point of Contact Materials (POCM) including wobblers, shelf dividers, stands, totems, posters, and stickers—strategically designed to showcase Piedboeuf Extra Pils in retail spaces and create a lasting impression on the target audience.
