Rebranding of belgian pubs
Pubs Brussel, Brugge, Gent, Waterloo, Ardenne initially appeared one by one, each with its own name (by cities and regions of Belgium). Later it was decided to develop them into a network. Therefore, during the rebranding, it is necessary to preserve the individuality of each place as much as possible, despite the fact that the project should switch to a single brand and identity. In addition to the problem of the lack of a single name, we had a variety of spelling of names on the sign (Latin, Cyrillic), obsolete elements of corporate identity (long descriptor) hindering the promotion in the market.
The task for the agency, formulated by the customer Italy group: to transfer the network of pubs to a single umbrella brand (single name) in order to increase capitalization and optimize marketing efforts (and budget).
During the rebranding, a single name was created for the network of Belgian pubs ORIGINAL BELGIAN / REAL BELGIAN. A system of logos was developed, based on the plot of a painting by Belgian surrealist painter René Magritte “Son of Man”. Each pub and a single logo of the ORIGINAL BELGIAN network has its own unique sign, consisting of the original Belgian beer glass against the background of the bowler’s head, which is standard for all logos.
To decorate presentation materials, corporate patterns were developed, consisting of various beer glasses used in the signs of establishments of the Network. Actual branded graphics and brand characters in presentation and POS materials create an incredible holiday atmosphere every day, and accompany visitors to the world of Belgian beer and gastronomy.