ab inbev - leffe


Evolutionary design for an abbaye beer from 1240

We undertook a major rework of the Leffe brand to prepare it for a bigger, worldwide role within the ABInbev beer portfolio. It came at the exact moment when specialty beers were gaining a much bigger status in the beerlovers world as opposed to pils beers. To face this challenge, we first redefined the brand’s meaning and territory: the legacy of an abbey beer. And to ensure coherence throughout the range, we helped the team to create their own guidelines based on Leffe’s values. Using this fundamental tool, we reloaded the brand with emotion and strength to bring it more visibility in the shops and cafés.

Another challenge was to re-design the Leffe beerglass. The shape was an evolution from the existing shape, but we incorporated the 3D Abbye drawing into the transition between stem and glass. The shape was designed to facilitate the creation of a range of glasses from 15 to 50 cl. 

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