We’ve learnt sometimes things don’t have to be complicated, which is why we were delighted to be asked to help re-image the low cost 365 pils identity for our client Delhaize. Our challenge here was to focus our creative efforts towards a design that reflects the straight-forward simplicity of a value proposition in the beer shelf. But straight-forward doesn’t have to mean boring. Less-is-more can also be creative. With this in mind we looked no further than an iconic glass of pils for inspiration and translated this quite literally in the design. Like looking at itself in the mirror Each 33cl or 50cl can design is itself a beer. No more, no less. Why bother over intellectualizing things when the solution is right in front of us.
Through the Derby name (which is a throwback to a Delhaize heritage value range), we were able to separate this 365 offering from the low-cost collection, to give this beer its own character and room to compete against rival brands.
Just because its cheap, it doesn’t mean it can’t be beautiful!