Lindemans

Because of this deep personal connection, working on this brand felt incredibly special. However, we faced three major challenges during the strategic and visual development. First, how do we make a brand so steeped in tradition attractive to a younger audience? Second, how do we differentiate Lindemans from other fruit beers on the market? And third, how do we introduce the brand in international markets where it lacks the historical legacy it already enjoys in Belgium? This required extensive brainstorming and iterating with the client and the team. The ultimate goal was to create a simplistic yet sophisticated narrative entirely contained within a single packshot.

There were many iterations of the tagline, but Lotte Reynaers felt strongly from the very beginning that "The Fruitiest, Naturally" was the right direction. She was absolutely right, as it captures the exact essence of Lindemans. During the concept phase, Lotte and I brainstormed heavily about the visual style. We needed a way to place the award-winning bottle in a setting that honors its premium quality while remaining varied enough to represent each distinct flavor. The solution was a series of powerful product visuals where Lindemans bottles emerge from abundant pyramids of real fruit, setting a new standard for the fruit beer category.

Creating the visual assets involved meticulous Photoshop work to ensure absolute consistency across the different flavors. We crafted a dedicated static visual for every single flavor to represent them across all possible channels. For the video assets, I worked closely with Amèl Amri on the motion graphics to establish an elegant visual language that felt fresh and attractive, rather than slow and traditional. In the first round, we produced videos for the Kriek, Framboise, and Pecheresse. Amèl then seamlessly created the specific alternatives for the Kriek 0.0% and Pecheresse 0.0%. To complete the audiovisual experience, the music and sound design were expertly provided by Raygun.

The first campaign materials are set to launch gradually starting in 2026, rolling out in Belgium as well as key international export markets such as France, the USA, and China. The platform successfully gives Lindemans a contemporary and distinctive voice that radiates both craftsmanship and joy across a broad international ecosystem of owned, earned, and paid media. I am incredibly happy to have contributed to this project and thrilled that we can finally release it out into the world.