Sep 20, 2011

“Holy sh**, great beer!”

In Belgium there are dozens of so-called ‘Abbey beers’, many still genuinely brewed by monks as part of their traditional way of life. Others have ‘moved on’ to become part of global brewing empires, but their noble origins live on through the brand story and its design metaphors: medieval scripts, parchment and stained glass windows.

As this type of beer has found broader acceptance the packaging has evolved to compete with more mainstream brands, with no better an example than this new Leffe pack. With its iconic arch providing cathedral-like standout, and a tasteful portrait of monastic lunch in the bottom corner, expect plenty of new converts.