Zo. Time to reinvent the Pride of Brabant.

The iconic beer of Brabant (and officially the second most-sold beer of the Netherlands). Bavaria has a reputation as a bit of a jester, thanks to its playful, tongue-in-cheek advertising and light-hearted tone of voice. But beneath the fun personality is a proud family stretching back seven generations, and a beer with real heritage and craft.

We were tasked with re-establishing the brand and giving it pride of place among a crowded field of competitors and new players - highlighting its history, refining its wordmark, giving more prominence to its shield, and developing a pack design as straight-talking and no-nonsense as Brabanders themselves.

Client - Bavaria

Studio - Design Bridge

Creative Director - Claire Parker

Senior Designer - Benjamin Farrell

Senior Designer - Gali Lucas

TVC Production - Megawatt