AB Inbev wanted to create a new experience concept around the Leffe brand. This concept had to be interpretable and not just a copy paste story.
We developed a new and flexible bar identity that’s applicable to all current and New Leffe café’s. The brand identity of Leffe was subsequently reinvented and reopened.
The new concept for Leffe places is based on the craftsmanship of brewing beer; the elixir of life. It might sound strange to name beer the elixir of life but back in the days beer was the only way to consume clean water. The alchemist of Leffe is the secret society that brewed the beer in the pre-industrial era. The feeling of fellowship, craftsmanship and love of the product are at the core of this world. Each Leffe bar is built around passion for the product, sharing knowledge of beer and living quality moments together.