A taste worth an empire

The Belgian brewery Haacht Brewery is one of our most loyal clients, with whom we have already carried out other projects such as Coq Hardi or Richard Dit Le Castor. In this case they trusted us again for their most imperial beer, the Charles Quint, in honour of Charles V.

Considered one of the greatest emperors in history, Charles V was also a great lover of beer. Recently, the brand decided to renew itself with a redesign that would bring it closer to a younger public thanks to a contemporary and modern style. Our goal was to convey this change while maintaining all the majesty and power that reflects the spirit of Charles Quint. To achieve this, it was essential to establish a co-creation process with the client.

The big challenge was to separate the isotype from the logotype and to transfer the essence and character of the 2D symbol into a three-dimensional bust to crown the column, a square structure combining black and gold with great elegance.

You can see the new Charles Quint dispenser in our Ideliq catalogue.