AFFLIGEM
We needed to launch Affligem to a UK audience already saturated with beer.
The strategy was to pique the refined passions of our audience by exploring the craftsmanship and heritage of traditional beer making.
Our platform 'Discover the legacy behind the craft.'
The discerning gent is a stylish and sophisticated man who appreciates craft. To appeal, we developed a brand identity, visual style and tone of voice that would stand out against the usual ‘lads’ type beer marketing strategies.
A photoshoot on location in Belgium explored the Trappist style of beer making (a method developed by monks back in the day), the Abbey and local area. Behind the scenes beer making shots evoked the Steam Phunk, engineered quality we knew would fascinate our audience.
I developed the creative/social strategy and copywriting on assets against key content pillars to show the heritage, craft and The Rituals of how to pour, so our gent was well equipped to enjoy this beautiful beer.
