Creative Strategy: Embracing the Guilty Pleasure

We took a bold creative approach, with photography mimicking paparazzi shots, capturing people caught red-handed enjoying the beers. This visual language positioned Mort Subite Juicy as playful, scandalous, and unapologetic.

The first creation, “Crime of Passion”, named after the passion fruit flavour, set the tone by introducing a tabloid-style scandal narrative that would expand the Mort Subite universe.

Extending the Brand World: Bloody Berry

The line now continues with “Bloody Berry”, a juicy new flavour delivering a bold explosion of dark berries—raspberry, blueberry, and blackcurrant—balanced with subtle spices.

Visually, the beer surprises with a deep purple hue, subverting expectations of the red tones typically associated with berry flavours and reinforcing the brand’s rule-breaking attitude.

Visual Identity & Cultural References

The result was Mort Subite Juicy—a brand identity inspired by Y2K gossip magazines and tabloids, featuring bold, flashy headlines and cutout-style imagery.

This expressive visual system successfully repositioned Mort Subite’s fruity Lambics, breaking away from traditional beer conventions and turning their perceived frivolity into a playful advantage.

Brand Impact & Audience

Mort Subite Juicy became the perfect indulgence for a younger, trend-conscious audience, sparking excitement and curiosity around the new product line and injecting fresh energy into the beer category.

Client Testimonial

“We were very excited by the creative work done by the WeWantMore team, who has been able to inject new codes into the beer category, with a lot of boldness and character, while keeping the playfulness of the brand Mort Subite.”
— Etienne Bachelier, Marketing Director at Alken-Maes (a Heineken company)