The legend is reborn

Licorne, the namesake brand of Brasserie Licorne in Saverne (Alsace), has been carrying on a proud brewing tradition since 1845. It enters a bold new era with a large-scale rebranding aimed at asserting its identity, amplifying its impact, and strengthening its presence in both retail and hospitality channels.

The agency re-evaluated every element of the brand identity to position Licorne as a strong umbrella brand, with a distinctive and consistent identity in both on-trade and off-trade. The new brand territory unifies the ranges and establishes a powerful presence rooted in the founding myth of the unicorn purifying the waters of Saverne.

The agency carried out a complete overhaul of the brand’s visual identity. The unicorn, once integrated into the “O” of the logotype, has now been extracted and elevated above it—becoming more expressive and powerful. The logotype has been redesigned for improved readability and greater visual impact. 

On packaging, the logo and icon now form a central brand block, putting the brand itself in the spotlight rather than individual product names. A cohesive color palette brings unity across the range, ensuring visual harmony and enhanced clarity. The new identity is applied consistently across all references and formats. The result: a visible move upmarket that remains accessible, with stronger on-shelf impact.

AREAS OF EXPERTISE

Brand platform
Brand identity
Graphic guidelines
Label graphic design
Box & coffret design
Promotional packaging
Brand speech
Copywriting
Illustrations
Photography still shots
POSM
Service material
Merchandising