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Create a suitably intriguing brand identity for a beer with no name. ‘Unknown’ is a range of three experimental brews, each the brainchild of one of Hertog Jan’s brewers and made in a strictly limited edition of one ‘kettle’ only (20,000 bottles). 

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Unknown (‘Ongekend’ in Dutch) need not mean unbranded. Both the word and the idea are rich in mystery and temptation.

Ongekend Drinking


Avoiding overt marketing signals and looking like something the brewers could have done themselves, we re-purposed the black ‘kruik’ bottle already used by Hertog Jan for its Belgian-style beers.

A simple ‘tear strip’ label over the wire-sealed cork featured mainly functional information: brew date, bottling date, batch code, as well as where to find the tasting notes. An enigmatic, wordless brand mark featured a brew kettle inside Hertog Jan’s characteristic shield device.


Project Type

Brand Creation

What we did:

Brand Identity
Packaging design
Outer packaging (3D) development

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