Creation of the POS stand for the repositioning of Affligem’s brand identity

In a competitive market such as the craft beer sector, standing out from the competition is crucial. Our collaboration with Affligem, from Heineken Group, is an example of how to create captivating merchandising that tells a unique story, offering consumers an experience to remember.

Our main goal was to revive the brand reputation of Abbey’s beers by emphasizing the quality, authenticity, and relevance of their beers. We created a POS display with recognizable visual codes while telling a strong, original story easily identifiable by consumers.

We reinforced iconic features such as the engraved image of the monk, the signature blue color, and the historical frieze to reassert the brand’s authenticity and communicate the sensory and qualitative characteristics of the products.

The major challenge was to balance the requirements of the mass market with the sensory and qualitative aspects specific to the brand. We designed a display combining visual appeal and informative value, catching the eye while providing insightful educative content.

The large grimoire is the core character of our concept, embodying Affligem’s rich history since its foundation in 1074. It symbolizes the expertise down over the centuries, reinforcing the connection between the brand’s prestigious past and its contemporary market presence.