Breugem Beer, founded in 2009 as Brouwerij Breugem, came to And Now This ready for a rebrand. We went to work and gave them much more than that: a complete brand renovation.
Founder and master brewer Patrick Breugem is a fascinating guy. Earlier in his life he was in a coma after an accident. But he fought back and decided to do what really makes him happy: brewing beer. A side effect of the accident is that Patrick is a straightforward, square shooter. No fads, no frills, no nonsense. A true connector with an open attitude.
Instead of labeling him as ‘a man with a defect’ we decided to embrace his positive attitude and use it as a strength. We built the brand on this openness. Because a positive, open attitude just makes life a lot more fun.
Here’s what we did
We basically stripped the house down and rebuilt everything from scratch. A new brand story, new brand identity, new logo and new names for all beers. The names encourage interaction and connection, such as “High Five”, “Man Hug”, “Boks” (Fist Bump) and “Zoentje” (Kiss). Many bartenders will hear “Can I have a Kiss?” or “Two High Fives please” a lot more often while they’re on duty.
We introduced “Bonding Beer”. Two words that truly describe what the brand and the product does: bring people together.
Most importantly, we wanted to keep the brand design uncomplicated and remarkable. With rock star designer Raphaël Bartels we developed a hand-drawn brand identity, giving the logo and the typography a unique and personal feel. The beers just got to pop off the shelves. The logo really helps to accomplish this. He looks at you with a very friendly and disarming smile. The embodiment of human openness.