Type of work: Design adaptation, artwork implementation, colour management, print feasibility, mock-ups, photography, final artwork, prepress and print
Date: 2017 – present
Since the end of 2017, K has been working closely together with AB-InBev on a project that is massive in scope: the implementation of Leffe’s new visual brand identity (VBI) at all levels of packaging. The new look and feel of the brand was launched 18 months ago, and since that time we have been in charge of developing approximately 250 artworks for some 18 variants across 4 distinct ranges, applied to a diverse range of materials on nearly all available packaging formats – including cans, bottles, shrinks and carton packs – for distribution throughout the entire world.
We set up a dedicated team to handle this major packaging relaunch and dispatched a representative to spend the initial phase on site at AB-InBev to get things up and running. Partnering closely with all stakeholders from design to print, our task was to advise our client on print feasibility while striving for optimal results. At the same time, we cooperated with the creative agency in order to ensure the best possible execution of the creative idea behind the redesign.