Luceat nobis

Founded in Beaune, in the heart of Burgundy, in 2014 and taken over by Piffaut Vins & Domaines (notably the owner of Veuve Ambal) in 2022, craft brewery Belenium has been marketing a range of gourmet beers under the eponymous brand since its inception, some of which are crafted in collaboration with Michelin-starred chef Bernard Loiseau. The name of the brewery is a tribute to Belenos, the Celtic god of light, who was worshipped 2000 years ago and gave his name to the town of Beaune. “Belenos” was an obvious choice for the creation of a second beer brand targeting a different audience in mass distribution channels.

Our approach begins with an in-depth market study, encompassing both commercial opportunities and consumption occasions, as well as a competitive mapping to identify a unique space for the brand. It continues with a thorough analysis of the brand’s foundations (liquid, name, imagery) which guides our exploration of associated universes and symbols.

The three proposed concepts are based on consumption motivations and brand elements, and incorporate the main theme, story, tone of voice, personality, and graphic inspirations, paving the way for concrete work on solid creative avenues.

At the center of a classically designed beer bottle shines an original illustration of Belenos, the god of spring, light, and renewal. Generous and welcoming, with an untamed mane interwoven with hop cones, he holds a golden cornucopia marked with mysterious runic writing revealing magnificent barley stalks, and a cup engraved with a ram-headed serpent overflowing with generous beer. Supported by a meticulously crafted logotype, the god of light’s attributes are enhanced by hot foil gold.

AREAS OF EXPERTISE

New concept development
Brand identity
Label graphic design
Illustrations