As the French beer market is quite dull when it comes to branding and design, the main challenge was clearly to step away from the conventional codes to enhance the brand’s innovation. Another objective was to ensure that “K by Kronenbourg” could relate in a very subtle way to its masterbrand Kronenbourg, though with a specific and ownable style.

Taking this into consideration, the general creative direction was then to reveal a fun, imaginative and crazy world that would ignite immediate desire!

We decided to unleash the inner creativity and fantasy of the brand, in a surprising yet accessible way. We thus imagined a graphic language that could appeal to everyone, borrowing from different iconic styles, from cartoon to pop art and graffiti.

All the graphic cues mix Kronenbourg’s twisted historic icons (heraldry, lion, brand signature), and simple symbols evoking optimism, conviviality and sharing (sun, blue sky).

The capital letter K, with generous forms, is written in big on the packaging and helps consumers navigate through the range. It lives on its own or in association with the crafted pattern called “Kiberty”.

The launch of this new brand has been supported by an impressive marketing plan, ensuring a great impact on the targeted audience (billboards, PR, events at the Yoyo in Paris with street artists, in-store displays, ...)

The original creative and graphic work has been positively mentioned in a wide array of press articles and blog posts.