200 years old and still going strong, the Lindemans Brewery in Flanders lowlands, is an iconic name in the world of Belgian beer, renowned for its Lambic based fruit beers and geuzes. Built on the traditional methods of spontaneous wild yeasting, these fruit beers are enjoyed worldwide and are a steadfast example of respected quality.

After many years establishing leadership in the world of low alcohol beers, the Lindemans family decided to branch out into the stronger beer market, looking to access new consumers and new experiences. This required a brand new Lindemans creation, and a brand and packaging identity needed to hit the market with a bang whilst clearly differentiating from their current range.

A decision was made to set this mysterious new brew apart by adopting a refreshing sub-brand name Tarot and building on its weird and wonderful storytelling potential. Launched through the intoxicating gaze of our Tarot Fortune Teller brand mascot, we devised a crystal ball brand device that emerges out of the darkness within the depths of the recognizable Lindemans art nouveau style label.

‘Noir’ represents a deeply rich blend of dark forest fruits with the d’Or’ infused with sun kissed mangos and honeydew melon. This holistic approach provided a powerful platform that helps the brand activate the product story beyond the pack and throughout communication.