Lebanese Brew: When a brand = audience
By Admin I : So we’re in a design flow, and we’re loving it!
A while ago, we posted about “courage is contagious” the Lebanese Brew award winning campaign, that reflected a new feel, through unconventional media communicating with today’s audience and reflecting a brand’s identity, that is still courageously evolving.
When I first knew about Lebanese Brew, I was intrigued to know the brand that was a result of a very interesting fusion of experiences and efforts; yea, whatever, let’s ditch the drama, we’re into the real deal behind branding: “Design”.
With a solid concept based on courage and boldness, Lebanese Brew reflects a confident look with a slab serif Logo featuring the two initials “L and B” on an armor silhouette; in your face and as blunt as it could get reflecting the brand’s courageous presence. What’s contrasting and complementing the logo in the same time, is the use of a condensed sans serif bold type treatment directly printed on the brown bottle, giving it a fresh authentic feel, and a bold statement on the package as well.
Besides the identity, Lebanese Brew makes use of the new media and with a very active online presence through social media and a series of viral videos going along the young Lebanese lifestyle, without claiming any ideals while it’s main competitor “Almaza” always plays on the patriotic pathos. Between the two diverging brands, the audience is exposed to a very different visual experience by all means.
Lebanese Brew’s online presence mainly deals with bold copywriting (not an all time winner though) on a recycled paper background, with the absence of the bottle in many releases, unlike almaza that makes use of the bottle to illustrate different ideas complemented with a slang arabic copywriting. Different target audiences, we know; but comparing the two interesting design experiences can enrich both approaches in the end, already enhanced via a very smart independence ad featuring Almaza and LB together for national unity.
Everything about this brand looks courageous! Whether The very “high on Lebanese summer and raw meat” virals, the Blond/Blonde advertising approach (a no no), the courage is contagious stencil and even the “our designer lost his font case” divergence from the condensed sans serif on the bottle (it’s Ronnia, I assume (too lazy to double check)) to the Helvetica condensed in your ads, everything, i mean everything feels oddly right about those imperfections making the brand stand out and successfully reach a wide range of unconventional Lebanese audience craving for the different.
You won’t hear that from me very often, but I’m very serious: Keep doing all the crazy/hazy/lazy work you’re doing, in the end you’re one of the very brave you’re targeting!