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.
PRIMUS was named one of the world’s most effective rebrands in 2010 REBRAND 100 Global Awards. REBRAND 100 is the highest recognition for excellence in brand repositioning worldwide, and is the first and only global, juried program of its kind.
