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Cases

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Beer trails

Toerisme Vlaanderen focuses on cutting-edge craftmanship and therefor decided to initiate a project on the country’s greatest asset: BEER. Hence, how compelling can it be to provide a tourist with the opportunity to discover a city, region or area through beer?

Catch:
In order to differentiate beer trails they need to be leveraged out of a compelling and immersive framework or concept. Four different angels were therefor defined that take into account all the relevant market fundamentals together with the objective to enhance the experience for all future tourists.
Create:
Next to the “vision book” that was the output of the first stage, a business model and logic was defined in order to bring the beer trails to an operator in the market.
Connect:
The business rationale and data were assessed in a final document, after which the public tender was designed.
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Belgian Beer Temple

The Belgian Brewers and the public authorities of Brussels decided to launch the idea to build a Belgian Beer Experience Center in the former Stock-exchange building of Brussels:

Catch:
reveal the context of the Belgian beer culture in its broadest sense, build a concept design with experience designers, frame the governance, legal aspects, finance & funding challenges and all related issues in operations. The feasibility analysis and results were shared in a final report.
Create:
Project management and coordination.
Connect:
Facilitate the set-up of the legal entities.
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Belgian Family Brewers Tour

The Belgian Family Brewers wanted to promote their platform values to an international (beer) audience. They decided to focus for the first event on the US market. Main question: how will we balance the attention between 21 breweries?…

Catch:
Defining an overall key-message or promise to the concept of the tour, enabled the Belgian Family Brewers to focus their efforts and to create relevance within the cultural framework differences of the targeted market: “Where innovation meets tradition”.
Create:
The baseline of the tour was then translated in a detailed concept, with a Tour guide presenting 21 breweries in a specific way, with cluster presentations on 4 subjects, in a compelling program that integrated also complimentary (beer) topics, etc… Next to that the look&feel and visual identity of the BFB Tour was designed and invitations, subscriptions, registrations, bookings and confirmations were all processed and facilitated via on-line tools.
Connect:
In order to maximize the effect of the BFB tour, Maudgal Int accompanied the distinguished guests from the beginning to the end and guided them throughout the program and the messages attached to it.
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UNESCO

The Belgian beer culture is unique compared to many other beer cultures. A various number of parties therefor initiated the procedure for subscription on the UNESCO list of Intangible Cultural  Heritage:

Catch:
reveal the context of the Belgian beer culture in its broadest sense (consumers, education, horeca, brewing industry, journalists, associations, …) and define the overall storyline of the application.
Create:
translate the storytelling in the UNESCO template in order to comply with all the mandatory aspects and enable a potential recognition.
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Roman

Roman Brewery is one of the oldest breweries in Belgium with a long and rich family tradition (14th generation, since 1545). In order to leverage their commercial (export) strategy, a strategic ‘brand architecture’ assessment (positioning and portfolio analysis) was conducted. After which a conversion exercise translated the outcome into a first tangible document.

Catch:
Define a strategic market position that leverages the presence of Roman Brewery as a leading family-owned brewery that reveals the USPs and enables to focus the resource allocation accordingly.
Create:
A storyline was defined around ‘Old Brown’ as the core beer of the brewery throughout history as well as the direct descendance of 14 generations of brewing activities. Resulting in a well-balanced portfolio approach that can leverage the traditions in a transparent way.
Connect:
The exercise was ended in a brand architecture or ID document and secondly in a 40-pager brochure destined to export contacts.
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Abdij Averbode

The Abbey of Averbode initiated the idea to reconnect with their traditions in transforming (agricultural) raw materials into alimentary products. Main question: how to differentiate the initiative from saturated abbey market segments?

Catch:
Define a concept outline that leverages the USPs of Averbode in a compelling experiential way. Feed the genuineness of the heritage and rich traditions to claim authenticity in a credible way.
Create:
The ‘basket’ was defined in order to facilitate the Averbode Experience. Complimentary products, beer, cheese and bread  will facilitate the kick-off. The on-site experience center will host a micro-brewery, cheese maturation and bread baking activities and enable a full immersion & discovery of Averbode.
Connect:
All partner-related contract negotiations and project coordination was facilitated by Maudgal Int. including the communication, brand design, glassware, etc…

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