AB Inbev invited us to develop the new global visual brand identity for Hoegaarden. With afresh look honoring and amplifying its visual assets based on the original heritage andtradition from this iconic brand, we created a new illustrated iconography and took the iconicGaarden to a higher polished new statement, as an inspiring and artistic place where asublime nature and Hoegaarden's ingredients are the protagonists.

With a focus on strengthening connections with key global markets, Hoegaarden’s newsymbolic universe and expressions address consumer demands for moments of relaxationand inspiration.

Translating the brand’s premium and aspirational character through more contemporary andless romantic codes deepens its relationship with consumers—without compromising itshistory or the essential elements of its established narrative.

We redefined the garden that the brand carries in its very name through a more modern andtangible lens.

The product takes center stage in the narrative, directly linking it to the brand’s coreconcept: it is through the product that this new, sublime garden unfolds and becomespresent in consumers' lives, responding to their genuine need for relaxation and inspiration.

Thus, this is not just a garden in its most basic sense; rather, it carries an inherently artisticand unique dimension in its materialization.

This vision is reflected in the creation of a new set of illustrations, a refined photographicdirection that enhances textures, an updated typography, and an expanded color palette,inviting and stimulating a sensory relationship between the product, its ingredients, andnature.

Illustrations

Starting from the brand’s tradition and essence, we developed an illustrated language thatadds value and amplifies its presence in a powerful and coherent way.

With technical excellence and a carefully curated selection of elements—crafted in closecollaboration with the client—we built a new chapter for Hoegaarden, one that is flexible andseamlessly integrates across all necessary touchpoints.

Photography Direction

We developed a new, contemporary photographic language to complement the brand’sevolving symbolic universe.

To shape our new garden, we researched seasonal leaves, fruits, and flowers, aiming for alush and aspirational result. Our inspirations came directly from the aromas and ingredientsof each product, which guided the atmosphere of every flavor.

We explored vibrant and complementary colors to emphasize the presence of each beervariety. Every creative decision was made in alignment with the brand’s aspirational world,including a more diverse casting and the use of natural elements—resulting in a distinctiveand impactful photographic direction.