2012 Winners & Shortlists

Brief Explanation

Our objective was set on launching Lebanese Brew as the new alternative local beer in Lebanon. The challenge was that we were launching a new beer in a market dominated by one beer brand since 1933. It was a conservative brand, super traditional in design, but highly loved by the older generation. We need to break this mold of hand-me-down from father to son which was typical of the Lebanese community. And our brave new beer was here to do exactly that.

The Brief

The client wanted a packaging identity that would live up to the brand story. Lebanese Brew came in as the underdog brand, challenging the status quo, and Lebanon’s one and only other local beer. Courage was at the heart of the brand. So we needed the bottle to scream boldly from off the shelves and stand out for it to have a chance.

How the final design was conceived

Lebanese Brew came in as the underdog brand, challenging the status quo, and Lebanon’s one and only other local beer. Courage was at the heart of the brand. Our objective was launching Lebanese Brew as the alternative local beer. Our design identity needed to stand out from the traditional approach of our competition. We took a minimal approach that boldly emphasized our brand point of view. A brave new beer was packaged to appeal to the Lebanese youth who were fed up of drinking the same beer their grandparents used to drink. They needed a brand that bravely represented them.

Indication of how successful the outcome was in the market

We are selling an average of 2,500 cases a month - We have reached 3% Market share in Key accounts