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.
Good Taste
with a Twist
The 1664 portfolio
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.
1664 Lager
1664 Lager is a pleasantly malted and delicately fruity lager beer, made with Strisselspalt hops. Fresh flavour is complemented by floral aromas.
1664 Prestige
1664 Prestige is brewed with champagne yeast from France, emanating a distinctive sophistication through subtle bubbles and a medium-dry, fresh taste.
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.
1664 Blanc | Positioning & Innovation
Rennmeister | Innovation
Jägermeister Retro Edition | Innovation