Nobody knows better the competitive nature of the Belgian beer market as our client Brasserie de l'Abbaye du Val-Dieu. And yet despite this, they didn’t shy away from the challenge to enter the pressure-cooker world of the pils/lager market with their own new proposition. Already respected players within the context of Abbey Beer, they certainly had the know-how and ambition to side-step into something new and asked us to come along for the ride.

Simply speaking our brief was to create this new pils/lager brand from scratch, and to express a character and daring needed to rub shoulders with the big brands and their even bigger budgets. Retailing initially the French speaking part of the country, this brand needed to look and act refreshingly different whilst expressing proud roots in local culture. We simply had to disrupt and that started with the name Audas. Born from the French ‘audace’ and English ‘audacity’, this name made a statement from the get-go. We wanted to evoke the character of a laid-back brand that doesn’t take itself too seriously and dares to stand out from the crowd.

Designed to attract a younger audience who couldn’t care less about old-fashioned category codes, we decided to use our branding to amplify our character. Within its unmissable impact we integrated a cheeky hidden smile, accompanied by a baseline that says it all. ’Tant pils’, a play on words on the French saying ‘tant pis’ meaning ‘too bad’ or ‘oh well’, was the perfect tone-of-voice we were looking for. This grew to include a range of slogans, each with their rebellious twist, enriching the brand communication with our unforgettable attitude.