Cases

Westvleteren brick box WVL XII – Sint-Sixtus Abbey (2011 – 2012)

In order to be able to finance the new building of Sint-Sixtus Abbey, a one-off and unique campaign was developed in Belgium and abroad.

Services:

Concept development, brand development and brand identity
Sales strategy, allocation procedure, partner screening, distribution agreements, coordination and support

Averbode – Averbode Abbey (2014)

The Abbey of Averbode was contemplating to reconnect with their traditions of converting agricultural products into alimentary products. The key question was: how could such an initiative differentiate itself from the saturated (abbey) market segment today? To this purpose, an innovative concept was conceived based on a basket concept in which various abbey products could be accommodated.

Services:

Project supervision
Concept development food products
Brand DNA
Positioning
Activation
Glass development
Negotiation with partner companies and distribution partner Delhaize

Export portfolio strategy – Brouwerij Roman (2011)

Brewery Roman is one of the oldest breweries in Belgium with a long and rich tradition (14 generations and since 1545). In order to optimise their commercial (export) strategy, a strategic ‘brand architecture’ exercise was carried out. Subsequently, the exercise was converted into a first tangible document.

Services:

Analysis and positioning of export portfolio
Translation into strategic brand brochures for export

Belgian brewers (2012 – 2017)

The Belgian beer culture is unique in the world and distinguishes itself from many other beer cultures in the world. A diverse number of parties have therefore jointly set themselves the goal of applying to UNESCO for recognition by submitting an application for registration on the list of intangible cultural heritage:

Services:

Author and project supervision of the application for recognition of beer culture in Belgium by the 3 communities and subsequently by UNESCO.

BFB Tour – Belgian Family Brewers (2013)

The ‘Belgian Family Brewers’ wanted to promote their platform values to an international (beer-loving) audience. For a first edition, they wanted to focus on the american market. The main question, however, was how to objectively portray the 21 brewery members….

Services:

Concept development, promise and baseline “Where innovation meets tradition”.
Brand identity & look&feel
5-day programme with complementary topics
Organisation and coordination
Supervision of the entire tour

DNA & communication strategy – Belgian Family Brewers (2015)

After their founding in 2007 with 12 members, the Belgian Family Brewers wished to recalibrate their compass so that their activities could start to develop from a broadly supported vision.

Services:

Assessment and analysis
Brand development, positioning and brand DNA
Communication strategy
Campaign images
Website design and activation

Belgian Beer World – Public Private Partnership (2012)

In January 2000, the feasibility study was launched to renovate the Stock Exchange building in Brussels by means of a public-private partnership and to convert it into an interactive beer experience centre. This project must become an international showcase for Belgian beer and a tourist destination for every (inter)national tourist who visits Brussels. The ambition is to welcome at least 400,000 visitors annually. The opening is planned for the summer of 2023.

Services:

Feasibility study
Project management
Concept development
Financing private partners
Project management

Recruitment and selection Commercial Director – Bières et Fromages de Chimay (2016)

The Chimay Trappist brewery was looking for a commercial director as part of its continued future growth.

Services:

Analysis and writing of a job description
Recruitment and selection

Vaurien – Brasserie Centre Ardenne (2016)

Château de Grandvoir was renovated in 2012 and has since then been home to a few iconic hotel rooms, a restaurant and banquet hall in a beautiful setting. One wing was converted into a brewery and tasting room.

Services:

Concept development, brand development and brand DNA – ‘VAURIEN’.
Positioning
Visual identity and brand design
Communication strategy
Commercial activation
Beer development
General project support
Recruitment and selection of master brewers

Beer Trails – Tourism Flanders (2011)

Tourism Flanders expressed the need to create a conceptual framework out of which beer routes could be developed that would enable a perfect symbiosis with the assets of the destination Flanders.

Performance:

Concept development
Translation into a concrete model
Guidance in transition to operational model

Transition to a partnership organisation – Tourism Flanders (2016)

Tourism Flanders wanted to roll out its operations much more based on a clear framework that would not only make its services more transparent for all its stakeholders, but would above all offer the possibility for partners to join in. The transition to a partnership organisation should especially enable positive cross-pollination in the development of its activities.

Achievements:

Examination of the organisation and operations
Analysis and recommendations for a new structure and integrated working methods
Supervision of the transition and direction of partner projects concerning Flemish Masters
Recruitment and selection of Partnership manager

Travel Magazine – Uniglobe (2018)

Uniglobe makes professional travel more efficient, cheaper and more comfortable. The Uniglobe Travel Agencies are a dedicated partner to whom one can entrust all business travel. Uniglobe offers business travellers the best of both worlds: the power of an international travel organisation and a highly personal service via the local Uniglobe Travel Agency network. How could Uniglobe streamline its communications and try to reach its target audience in the best possible way.

Services:

Analysis and communication strategy recommendations
Positioning
Concept development and content compass for Uniglobe Travel Magazine

Lamoral – Brouwerij Van Den Bossche (2018)

Brewery Van Den Bossche, known for its famous Pater Lieven beers, has been brewing and marketing the Lamoral beer since the 1987. This beer owes its name to the Count of Egmont, one of the leading noblemen in the Netherlands and a brave warrior. Accused of high treason by the Duke of Alva, he was beheaded on the Grand Place in Brussels in 1568. He had the choice to flee, but refused. On the occasion of the 350th anniversary, the beer brand was completely revamped.

Services:

Brand development, positioning and brand DNA
Translation into visual identity and brand design
Guidance for activation

Boon – Frank Boon Brewery (2019)

Brewery Frank Boon is one of the most authentic gueuze breweries in the Pajottenland. As part of their on-going commercial strategy, the brand positioning, the individual brand roles and complete portfolio were screened.

Services:

Positioning analysis
Analysis of brand roles and portfolio
Brand DNA – ‘BOON’ range vs. corporate brand

Observatorium Beer Culture in Belgium – Observatorium (2018)

After Beer Culture in Belgium was officially acknowledged as cultural intangible heritage by UNESCO, the observatory was established to oversee the safeguarding measures for the protected element.

Services:

Brand DNA and brand identity
Conceptual framework for content development progress report
Project management and drafting of the report Beer culture in Belgium

RDV – Het Anker and P. Bruggeman (2020)

Ets. P. Bruggeman is the Belgian branch of La Martiniquaise, the 10th largest wine and spirits group in the world. They are mainly known for their genever brands Peterman, Bruggeman and Hertekamp. As part of their further differentiation, they entered into a joint venture with Brouwerij Het Anker in Mechelen with the objective of jointly launching a ‘festive’ beer on the market. RDV (rendez-vous) was thus launched as a refreshing and drinkable beer concept. The USP that reflects the authentic backgrounds of both companies is translated in the brewing process where dry-spiced juniper is applied.

Services:

Concept development, brand DNA
Project management for beer development and visual identity

Konnektus, Abbey Keizersberg – Brewery Van Steenberge (2020)

Keizersberg Abbey is an iconic place in the outskirts of Leuven. In order to be able to finance a part of the renovation works of the abbey and to keep this connecting place intact for future generations, a limited beer package was created based on a completely new brand that radiates the core values of this environment, Konnektus.

Services:

Concept development Konnektus
Brand development, positioning and DNA Konnektus
Project supervision of realisation
Development of glass
Beer development
Coordination of gift box
Supervision of sales campaign with CERA and Prik&Tik

Recruitment and selection of commercial director – Brouwerij Huyghe (2016)

The substantial growth of the Huyghe brewery created the need to further professionalise and expand their commercial structure.

Services:

Analysing the commercial department
Drawing up a job description
Recruiting and selection

Artevelde -Brouwerij Huyghe (2019)

In 2019, Brouwerij Huyghe acquired the administrative building of the City of Ghent (opposite the City Hall) on the Botermarkt in the heart of the City. The ambition is incorporate a modern micro-brewery with an authentic taproom in the historical building with the purpose to serve as the home base for the Artevelde brand. Opening expected in 2021.

Services:

Concept development Artevelde
Brand development, positioning and DNA Artevelde
translation into visual identity and brand design
Development of glass
Guidance and coordination during realisation

Corporate branding – Huyghe Brewery (2018)

The brewery name Huyghe and the brand name Delirium were increasingly used interchangeably over time. The look&feel of both were also invariably used interchangeably.

Performance:

Positioning and DNA corporate brand Huyghe
Translate into corporate brand design and corporate identity

Delirium Tremens, Huyghe Brewery (2017)

The beer brand Delirium Tremens was launched some 30 years ago. It grew into an iconic brand with the pink elephant as an eye catcher in the brand identity. The brand was not taken seriously in Belgium or in other traditional beer countries. A repositioning was imminent.

Services:

International brand research
Analysis, understanding of the results and repositioning (international)
Translation into new brand design
Delirium range strategy
Development of new glass
Supervision and coordination of activation

European Brewers Forum, The Brewers of Europe (2019)

For the 2018 edition in Brussels, the programme team of the Brewers of Europe was looking for guidance for one of the content tracks around beer and marketing.

Services:

Conceptual framework definition of content for track ‘act local, think global’.
Identifying track related topics
Define relevant speakers
Supervising, moderating and chairing the content track

Delirium Experience – Huyghe Brewery (2015):

The activities in the old brewery buildings in Melle were discontinued in 2005 when the new ultra-modern brewing hall came into use. This authentic environment seemed the ideal setting to house a new interactive visitor centre.

Services:

Concept supervision
Project management

Malheur – Brouwerij De Landtsheer (2020)

The Malheur brand was launched in 1997 with a heavy heart. The unique positioning had to be refined since differentiation is the starting point of successful marketing. What does the Malheur brand stand for? What connotations does the beer evoke? What are its unique characteristics and on what occasions is the beer mainly drunk?

Services:

Brand DNA ‘MALHEUR’.
Positioning
Visual identity
Activation

Haeseveld – Haeseveld Brewery (2020)

In 2018 the idea arose among three businessmen to revive the Haeseveld site on the outskirts of Destelbergen. The Norman villa, the packing hall, the water tower and the furnace were restored with respect for tradition and an eye for detail. The site is a silent witness of Ghent’s industrial archaeological past, but has nevertheless been given a modern interpretation: it houses today a new local brewery, a hospitality venue and a festive location. Guests can also enjoy the green surroundings on the large outdoor terrace, while their children can have fun on the playground.

Services:

Strategic concept development
Brand development & positioning
Brand DNA ‘HAESEVELD’
Development of beers
Glassware design
Supervision and coordination of visual identity, beer typologies and glass development
Beer development

Spatium Spiritus’ – Verhaeghe Brewery Vichte (2020)

During the first lockdown in 2020, Karl Verhaeghe (of the brewery with the same name in Vichte) expressed the ambition to spread a positive signal after the compulsory closure of the entire leisure and entertainment industry as from March 2020. He contacted the abstract artist Lode Laperre and asked him to create a work of art on the subject of beer. The two men also agreed that this joint initiative should not only generate a symbolic value, but also generate a financial contribution for the industries in which they are both active so severely hit by the COVID19 crisis.

Services:

Concept supervision ‘Spatium Spiritus
Project communication
Organization and supervision of (virtual) press conference