Brief
Creating a brand image, packaging, and promotional items for a new range of South African craft beer. The brand must be exclusive and sophisticated.
Concept
Ondier Leeu is a craft beer for older sophisticated South African men. Because it is a craft stout beer and strong (10% alc.), it is exclusive. The lion is used as symbol for the strength of the beer and reflects on being proudly South African. The beer is packaged as a fourpack. It is also bigger than the usual beer (500ml). The slogan, There is no strong beer only weak men, is a known saying in the beer community. The packaging is made out of wood sprayed black and the packaging is connected with ropes which serves as the handle. To remove a beer from the packaging, the upper part must be lifted and the Lion can be unleashed.
