1664
À la French
Developing a brand platform with a strong laddering effect the brand help artists… who help the brand.
Strategic challenges:
In a fiercely competitive environment, energized by the novelty effect of craft beers, how can we restore modernity, brand love and growth to an iconic beer?
Response:
By creating strong visuals that star the waiters and waitresses of trendy bars, by opening an ephemeral venue dedicated to young French creation, and by entrusting 16 emerging artists with the renewal of our brand codes.
Le case en video :
-A campaign that embodies an open and inclusive sense of “Frenchness,” highlighting waiters and waitresses-essential figures of the tasting experience-within a refined aesthetic.
-A distinctive visual identity, reimagining the tricolor codes through the lens of emerging creativity.
-The “Club des 16,” where sixteen artists reinterpret the brand through iconic objects (glasses, decorative items, posters, etc.).
-A pop-up bar dedicated to young French creation.
