PELICAN
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 Pélican: 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.
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.
« Blackandgold agency, with its in-depth knowledge of the beer category, was able to work with us on the concepts with a very consumer-centric approach, and then on the development of strong, differentiating creative ideas in collaboration with an artist. The agency’s two complementary areas of expertise created a consistent mix that helped the Pélican brand successfully take off again! »
