Agency: Millford
Brand: Brouwers beer
Tell us about Millford?
We are a brand identity agency and believe that each brand is a combination of a unique identity, specific culture, sharp strategy, organisational culture and authentic way of communicating. Millford is perfectly aware of this, focussing specifically on identity, communication and strategy.
What is your showcase? What can you tell us about it?
In the Netherlands special beers are doing great. It is all about taste, character and attitude. To catch up with this trend Albert Heijn decided to re-introduce an old friend after more than 15 years. A new beer with a unique proposition that fits between a special beer and thirst-quenching lager.
BROUWERS, the perfectly drinkable lager with the distinctive attitude of a special beer. In addition to the new flavour the identity had to fit the new proposition. Millford is responsible for the new positioning and new brand identity of Brouwers. Starting with the brand values, Millford developed the logo and style, and translated this to all touch points.
Brouwers identity is recognizable by the strong brand logo in which the brand values can be found. The new logo and visual identity of Brouwers meet the current era and fit seamlessly in both markets.
BROUWERS, today’s taste!
Additionally Millford designed the whole packaging range. The appropriate character gives the beer the right attitude and accessibility. The brewer has a central position, the use of copper in the product name (not the secondary packaging) and the blue area give an edgy touch to the label.
Credits:
Millford account: Sascha Balk
Millford design: Jobert van de Bovenkamp
Albert Heijn design department: Floor Derksen
Albert Heijn category management: Stephanie Heijning
What way would you describe Dutch packaging design?
The Dutch have an opinion on everything and express this in a very clear manner. This is reflected in Dutch packaging design. We like strong and distinct design that stands out from its surroundings. We also ensure that our packaging design is clear and ‘organized’. Its origin seems to be found in our Dutch landscape. Look at the street maps in our cities and the patchwork that is found in our landscape. Dutch Packaging Design stands for something! Just like the Dutch people.
