Briefing:
The challenge was to increase the dynamism of the brand identity Primus, Haacht Brewery’s leading brand. The new identity needed to strengthen Primus’s image as a local premium beer and also to convey the brand’s authentic and historic personality in a more effective and more modern way.
Solution:
Haacht Brewery’s leading brand Primus was named after Jan Primus (1252-1294), the powerful Count of Brabant who encouraged trade and was known to enjoy a good beer. It was critical for the redesigned brand to more strongly reflect the rich heritage of the Primus brand and to attract a modern audience. Consequently, authentic elements of the logo were given a contemporary spin and more dynamic and masculine elements were introduced to help convey the authentic story.
