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LogoLounge 7
Design Firm
Branding Today
Primus
Identity Redesign
Client
Project
The identity for Primus, a leading brand of one of Belgium’s top breweries,
didn’t represent the rich heritage behind the name. Consumers across
Belgium, and even the Netherlands, were very familiar with the story of
Jan Primus, the thirteenth-century Duke of Brabant, as he was not only a
powerful landowner but also an infamous lover of life. However, his per-
sonality was not represented by the standard typefaces and illustrations
used in the old system.
Branding Today set out to steer the brand’s image back in time in order
to strengthen the package design and make it ...