Briefing:
Primus is the Haacht Brewery’s leading brand. By updating the brand’s identity, the brewery was looking to strengthen the dynamic of the brand. The Primus operation also had to establish a strong local brand, as well as translate the authentic and historic brand personality in a more effective and modern way. Haacht Brewery asked Today not only to develop a new brand identity for Primus, but also for new packaging: bottle, bottle-top and mini-crate.
Solution:
Haacht Brewery’s main brand is named after Jan Primus (1252-1294), the powerful Count of Brabant who expanded his territory significantly and was well known as a great lover of the good things in life. Today created an updated brand identity for Primus that is closer to the rich history of the name and hence is able to reach a modern target audience. Various parts of the authentic logo were given a more modern touch. More ‘masculine’ elements were also used to give the original story additional power. Today designed a line of packaging, bottle labels, bottle-tops and a handy mini-crate.
