Nobody knows the fickle nature of the ever-expanding beer category in Belgium more than Brouwerij Haacht. With over 125 years of beer brewing expertise behind them it was no wonder that their take on the increasing no/low alcoholic trend would be slightly different. Thanks to an innovating natural ‘ancient yeasts’ refermentation process, their new answer to this consumer need was a beer naturally non-alcoholic, without compromising on quality and taste.

Our task was to explore strategic directions through design that incorporate this unique product story under the guidance of the established Super 8 brand. A perfect balance was required to incorporate the creation of the new YONA sub-range name within the Super 8 design identity whilst reflecting a product character that was refreshingly modern and appealing to a different kind of beer consumer. Not restrained by traditional category codes, this surprising alternative to the category norms required an identity that caught the eye and communicated clearly without question.

Thanks to the flexible nature of the Super 8 identity, we were able to brand clearly whilst shifting priorities to enable focus on the YONA message. This message was further highlighted by a vibrantly natural colour palette supported by iconic and impactful taste illustrations.

Beer, but not as you know it.