Disciplines: Brand concept Brand strategy Identity design Packaging design
Client: Brouwerij Roman
Disciplines: Brand concept Brand strategy Identity design Packaging design
Client: Brouwerij Roman
Disciplines: Brand concept Brand strategy Identity design Packaging design
Client: Brouwerij Roman

Alcohol? no. Balsy beer? Yes.

Alcohol-free beer. Yes, it’s a thing. The next big thing actually. A fact Brouwerij Roman was fully aware of. And so, Ramon was born. No lame non-alcoholic spinoff, but a full-blown beer with its own distinct flavour and brewing process.

With this new low-alcohol pilsner, Brewery Roman entered a market segment dominated by a few leading beer brands. In order to be noticed and considered, it needed to enter the NoLo beer segment with a distinctive identity.

And so, we played on the stereotype of “the manly man” used by those leading beer brands. We positioned the brand as the cool, but colourful outlaw of the Roman family and personified it into an over-the-top character. His name? Ramon. An anagram of Roman and a witty, yet clear reference to the extensive know-how and centuries of experience of Roman Brewery.

Wanting to challenge the testosterone driven communication of the market even more, we attributed all features typically associated with an alcoholic pilsner beer to a non-alcoholic one and enlarged them to the point of satire. And so, Ramon is a man in every vein, nerve and chest hair on his body, dripping in testosterone. Manly moustache, buffed biceps and suggestive bump in his pants included.

The white and yellow colour scheme – typical pilsner hues - only enhanced our challenger approach, since the leading beer brands often limit the colour palette of their low-alcohol variant to an inverted version of their traditional colours.

As a cool, but colourful outlaw, Ramon is now boldly challenging the fast-growing low & non-alcoholic beer segment and claiming his rightful position. Sleeves rolled up and ready to go up against the big players.

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