Petrus has been an iconic fixture of Belgian beer culture for many generations. Brewed, blended, and savoured by the connoisseurs of De Brabandere Family Brewery, their range of traditional Belgian classics was a well-respected if not somewhat forgotten brand. Wishing therefore to reconnect new consumers with the Petrus brand and inject a breath of fresh air into their packaging identity, it was decided to take a bold new look at what the future could hold.

Noting how the brand identity had evolved over the years, a strategic decision was made to turn back the clock to reflect the brands roots. Recent design changes had resulted in the removal of the fun-loving Petrus brand mascot, which we decided to reinstate in order to reconnect the brand of today with their most iconic asset from the past. With this revival strategy in mind our job was to join-the-dots for consumers by reinvigorating the brands story through design. Petrus is not only the gatekeeper and holder of the keys to heaven, but also the ambassador for the heavenly taste of these timeless beers. So, Petrus makes his comeback, albeit in a new modern but trustworthy authentic style, along with the Petrus ‘keys’ brand symbol and ‘keyhole’ device. With these flexible assets working together we were able to develop a dynamic identity, rich with detail and storytelling possibilities. Clearly differentiating the Blond, Dubbel and Tripel beers through bold colour coding and enhancing our feeling of quality through hot-foil refinement, we brought the finishing touches to a design we hope will last many years to come.