AB InBev commissioned various guidelines to inspire their key markets across Europe.
Toolkits would provide guidance of how to execute the new Leffe visual identity into the Off-Trade and On-Trade channels with clear action standards on how the different touch points should be activated.
Playbooks on the other hand offered inspirational concepts to help markets bring the brand’s ‘Always Welcome’ ethos to life.
Beyond the usual toolkit deliverables and activations ideas, there were opportunities to design some truly unique and ownable brand items that are unmistakably Leffe.
A selection of European guideline excerpts from multiple projects can be seen here…
