DIELINE AWARD WINNERS REVEALED

Legends And The Devil Are At The Heart Of Unibroue's History

by Chloe Gordon on 02/14/2022 | 3 Minute Read

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U beers are a tribute to the name of the brewery and its heritage. These are thirst- quenching, easy-drinking beers, which inspired the simple design featuring the new logo to celebrate the 30th anniversary of the brewery. Quebec legends have always been linked to Unibroue beers. Each beer has its own story. Black magic and strange phenomena have greatly influenced the folklore of French Canada, and the devil is often at the heart of several stories. It was in 1992 that the famous beer Maudite was launched, inspired by a famous legend (the Chasse-Galerie) and the devil has been on its label ever since. This beer contributes to reinforce the culture of legends around the brand. Unibroue Brewery has always done things differently, in its own way. This evocation of the devil that characterizes the spirit and culture of the brewery is conveyed through its brand identity. 

Legends and the devil are at the heart of Unibroue's history. 

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The visionary founder of the Unibroue brewery has always aimed to create exceptional and legendary beers, and it is still part of the today’s strong culture of the brand. The brewery has carved out an enviable place for itself and is now one of the most awarded breweries in the world. Unibroue is a brewer of legends. 

Design Solution: 

The new logo of the brewery is dominated by the U which symbolizes the devil's wings and tail, a character of legendary stories of creation surrounding the beers of the Unibroue brewery. 

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The visual of the carton makes it possible to create a strong blocking effect in store in a merchandising context where the cases are stacked one on top of the other or one beside the other. The principal panel display of the boxes has been mirrored to create a billboard effect. The repetition of the cans on the case helps to accentuate this visual attraction while conveying the product. The blonde and copper blocks create visual contrast on shelf. The can, once in the hands of consumers, challenges and strongly communicates the name of the brewery to accentuate its notoriety. Since its relaunch, interest in U beers has greatly increased. 

The new design of the U beer packaging is a tribute to the brewery and its identity. The name of the beer, as simple as it is, represents this ode to the brewery. It was natural for the packaging to proudly highlight the U symbol, leveraging the heritage and history of the brewery linked to legends. 

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We wanted to break the cacophony of the beer category with a sleek and modern design that would be ownable for the brand. The rich black of the logo stands out against a golden or copper metallic background in connection with the color of the blonde or red beers within, helping consumers to identify the type of beer quickly. We wanted the design to be refreshing, contemporary and classic at the same time. The new cans of U are the standard- bearers of the brewery. The simplicity of the design enhances the perception of quality. 

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Editorial photograph
Editorial photograph

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