Over the course of this process of building Hoegaarden's new graphic repertoire. The design team at Tatil identified an opportunity for reclaiming and updating one of the brand's main visual identity elements: the iconic and traditional illustrations on their packages, as well as other touch points. their challenge was respecting and appreciating these elements while simultaneously trying to expand Hoegaarden's pictorial universe - representing not just the beer's ingredients, but also its manufacturing process, including for the first new elements capable of materializing the garden narrative. Starting with the brand's tradition and essence, Steven Noble’s commissioned woodcut illustrations delivered an illustrated visual identity that created value while expanding its presence in a powerful and coherent way. With technical diligence and a selection of elements done side by side with the client, they built a new, flexible moment for Hoegaarden, one that makes sense in all required touch points.
