Bolder – Branding the boldest of beers



Agency: WeWantMore
Graphic Designer: Tom Tosseyn
Location: Belgium
Project Type: Produced
Client: Bolder
Product Launch Location: Europe
Packaging Contents: Craft Beer
Packaging Substrate / Materials: Glass bottle

Felix Hoppenbrouwers is an experimental Antwerp based microbrewery. Bolder is their first offspring. With its sturdy name and an even firmer taste, the strong blond craft beer gives off a down to earth vibe. Wanting to express that no-nonsense attitude, we opted for a design-centric approach. The result? A visual identity centered entirely around a bold, yet curvy wordmark.

The typography of the wordmark is bold and voluminous, drawing your full attention to it. The black and white colour scheme only adds to it. The underlying grid system is pretty straightforward as well. It’s based on simple and to the point shapes. The product photography is inspired by 80’s whiskey ads. The slick imagery has a certain elegance and mystique to it, putting the full emphasis on the logotype yet again. On the glass, the bottles and the coasters, we limited the storytelling to the essential and left it to the logo to do the talking. Only in the labeling, another graphic asset comes into play. The batch number is handwritten by the brewers to add a more personal feel.

What’s Unique?
Bolder’s down to earth nature pushed us into creating more with less. It shows a limited amount of graphic assets doesn’t equal a limited visual identity. On the contrary, Bolder is now sailing its own bold, unique course in the craft beer market.