ABOUT

In the world of premium lagers, Kronembours 1664 is a leader in France. However, the market has become more competitive with craft beers. and Kronenbourg wanted to create a new label for this new market.

They wanted to study new tendencies by setting up workshops to test ideas. They asked me to come up with themes and cultural insights around aspects of the French way of life and beer consumption. I created 16 themes typical of France's cultural landscape, with matching imagery.