1664 Blanc

Brand repositioning, Innovation, Brand Architecture

During the past few years, we've been in a development journey with the highly successful, international beer brand 1664 Blanc.

We developed an effervescent positioning that bottled all the playful elegance of Paris: its romance, intrigue, rituals and heritage… and gave it a twist. From here, we built the brand guardrails, innovation pipeline, brand architecture and creative platform leading to TVCs in the following years.

Since the refreshed positioning was created, the brand has grown consistently in both volume and value. In 2020 volume grew 8%  in spite of the global pandemic.

This project was developed with Haines McGregor.
Campaign imagery & TVC developed by Fold7.

Tasks & Role: Leading Design & Creative development, Brand Strategy, pack-concept development.

P‍roject developed with Haines.

A blue glass bottle of Blanche 1664 beer with a white, red, and blue label, casting a shadow on a white background.

Good Taste

with a Twist

The 1664 portfolio

Close-up of a blue glass beer bottle labeled 'Blanc' with a white, red, and yellow label, droplets of water on the surface.

1664 Blanc

A playfully elegant wheat beer from France with a delicate twist of citrus. 1664 Blanc has subtle aromas and a beautiful haziness. Brewed with a dash of French joie de vivre and served in our unique blue bottle.

A green glass beer bottle with a blue label and a blue bottle cap. The label reading "1664" with additional text "Lager," "with Alsatian hops," and "bière blonde." The number 1664 is embossed on the bottle itself.

1664 Lager

1664 Lager is a pleasantly malted and delicately fruity lager beer, made with Strisselspalt hops. Fresh flavour is complemented by floral aromas.

A blue champagne bottle with a cork and wire cage, featuring a navy blue label with gold and white text.

1664 Prestige

1664 Prestige is brewed with champagne yeast from France, emanating a distinctive sophistication through subtle bubbles and a medium-dry, fresh taste.

A pink and blue bottled beverage labeled '1664'. The label mentions 'Rose' and 'wheat beer with a hint of cherry flavor.'

1664 Rose

1664 Rosé is a wheat beer with a hint of red fruits. Original and very complex fruitiness characterized by subtle raspberry flavors and notes of exotic fruit and coriander for a very refreshing taste.

Select Works

Blue glass bottle with a white label and red, white, and blue design, standing upright on a white surface, casting a shadow to the left.

1664 Blanc | Positioning & Innovation

Person holding a box featuring a bottle of Jägermeister and raced car artwork, with branding related to Rennwelt and Jägermeister.

Rennmeister | Innovation

A person wearing a dark shirt and a dark jacket holding a bottle of Jägermeister pastis with a light-colored label featuring a deer with a cross between its antlers and German text. The person is also holding a smaller bottle with a black cap and orange label, and a card or paper with the same deer design, all in front of their torso and lap.

Jägermeister Retro Edition | Innovation