Design Agency: Carré Noir
Chief Creative Officer: Béatrice Mariotti
Art Director: Xavier Bouveret
Project Type: Produced, Commercial Work
Client: Kronenbourg SAS
Location: Paris, France
Packaging Contents: Beer
Kronenbourg raised the challenge of launching a new ultra-premium sub-brand in the segment of Abbey beers, which ultimately inspired the creation of “Grimbergen Elixir”.
The agency defined the concept, the name, as well as the brand territory for this new authentic and generous beer, whose copper-tinted character results from the exceptional marriage between three bold malts.
The graphic territory respects Grimbergen’s DNA, and reflects a luxurious profile through a series of graphical codes:
- A refined Phoenix enclosed in its blazon
- A design imbued with sombre tones
- Chiaroscuro lighting which exalts a palette of warm browns and golden hues