Belgian beer masters Brouwerij Haacht have been perfecting brewing brilliance for many generations, with over 125 years of expertise and dedication to their craft. Amongst their many retail beer brands, Super 8 dares more than most to stand out of the crowd. This creative character in the Belgian beer market has proudly done its own thing and forged its own path, with a visual identity and branding often at odds with the stuffy old traditional values of many of their competitors. A broad family of must-haves including Export Lager, Blanch White Beer and hoppy IPA is supported by their popular Rouge Strong Red and iconic Flandrien.

So, when confronted with the challenge to add value to the Super 8 packaging story, we did start with that all important question, ‘well if it’s not broken, then why try and fix it?’ This meaning our respect for their current modern and stylish visual identity required us to think differently how we would make a positive change. This change was born out of their branding and seemingly understated approach to putting their name out there. Traditionally very much a product driven business strategy, we put our faith in pushing the branding forward for Super 8 and raising it to priority number one pack.

We replaced their timid branding approach with something way more impactful, with Super 8 branding taking the lead and quite a dramatic transition when regarding their carton 4 packs that seemed to currently fade into the background on-shelf. Utilizing their current assets of streamlined retro style, dynamic horizontal and vertical branding and unique upside-down product key-visuals, we decided just to make Super 8 more Super 8 than ever.

This facelift also came with new product offerings in the form of cans for Rouge and the launch of their much sort-after 0,0% non-alcoholic alternatives. Both Rouge and Flandrien receive the no alcohol treatment, and both required stand-out communication to help guide consumers clearly to the right choice.

Cheers to doing things differently.