Breughem beer

PROUDdesign

Product | Food

Breugem is a local Dutch specialty beer brand, known for its pleasant taste, colorful labels and the charming character of its brewer, Patrick Breugem. Yet he suffered through depression and stress. So to counter this soft image, the company created black Indian Pale Ale (IPA) to reveal the darker, hidden side of brewing and Patrick. This split personality of the brand and the brewer is illustrated by using half the face of the brewer, a mushy brain-like distortion. A longer label wraps around the bottle and meets at the back, blending one half with the other. The white illustration stands out, then disappears in the background. The bottles proclaim: Welcome to the dark side.

Art director: Jeroen de Kok
Illustrator: Iwan Kempe
Design firm: PROUDdesign
Client: Brouwerij Breugem

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