The revival of a brewery

The challenge

Create a new brand within the Heineken France portfolio, already strong with craft beers such as Mort Subite, Affligem and Lagunitas.

Our solution

We supported Heineken Entreprise in a complete design thinking process, from the identification of strategic scenarios within the category, then their transformation into prototyped concepts, before their optimisation through iterative consumer testing and the validation of a winning positioning.

The result is the revival of Brasserie du PĂ©lican: a top-fermented, unfiltered beer with a strong character, aimed at Millennials.

A branding with a cheeky and human touch, combined with a rich and creative territory developed in collaboration with the American illustrator Chris Piascik.

Brand identity
Packaging Design
Consumer test
Brand World

Blackbox input

An iterative approach including a semiotic map of the craft universe and a concept lab to optimise positioning scenarios in collaboration with consumers.

Pelican - Chris Piascik
Pelican - Logo
Pelican - Bandes
Pelican - Canette
Pelican - Cluster
Pelican - Bas Bouteille
Pelican - Gamme