Red as blood

For La Bête Rouge, a new beer flavoured with red fruits focusing on a slightly more feminine consumer target, the wish was to have the character evolve towards a less aggressive tone.

From mood boards, then hand-drawn sketches, La Bête Rouge comes to life in its posture and is refined in its details around the new cue of the illustration: the cherry, the beer’s main aroma.

Clinging tight to a huge cherry with its sharp claws, its mouth closed but its sharp fangs visible, La Bête clearly does not want to share its booty with anyone. A bit like Scrat the squirrel in the animated film Ice Age. Backlit cheery tree branches and flowers in the background bring a finishing touch to the illustration.

La Bête Rouge. Don’t try to steal my cherry!


Brand identity
Label graphic design
Visuel territory