101 launches C&C Group beer brand

101 has created and launched a beer brand for the cider-maker C&C Group.

Mark Elwood: 101 founder
Mark Elwood: 101 founder

The agency has named the premium lager Heverlee, after the town in Belgium where it is brewed, and has devised the brand’s logo and glass design. 101 picked up the project without a pitch.

Heverlee launches in London in early 2013, following a successful roll-out in Scotland last year. The beer is made using a recipe from the Norbertine monks at Park Abbey in Leuven.

The Norbertine motto, "Ne Quid Nimis" ("nothing to excess"), features as part of the brand’s identity. It refers to the idea that people can only achieve their potential by allowing themselves periods of rest and reflection.

Mark Elwood, the 101 founding partner, said: "When we visited the abbey, we saw this phrase written all over the stained-glass windows – it’s such a perfect strapline for a beer brand."

Heverlee is C&C’s second beer brand after Tennent’s.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published