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Art Direction / beer 1664 Kronenbourg bottle design and rebranding for the agency Fred/Farid. Made in collaboration with Feng Huang. © Studio Delatour Design Paris / Fred&Farid.


Art direction, Packaging design, Product design, label design, Bottle design


1664 Kronenbourg / Fred&Farid




A bottle design and rebranding for the 1664 beer.

Unpublished projects often are the most satisfying ones. Even if they are ultimately not chosen by the client, they are generally the most daring and the most creative. I remember having designed this one when I started my professional career with the agency Fred & Farid Paris (at that time FFL).

1664, a brand of the Kronenbourg group needed a new design for its beer: a “French” design for a “French” beer as well as a 360 ° web, TV and print communication campaign. We have worked very hard to find new bottle shapes, new branding possibilities, logo, label shape, sometimes white, sometimes blue. So many different versions, 50, maybe 60... I finally gave birth to this contemporary UFO, with as a label a white coat, a  sleeve, reminder of the foam, enveloping the container. The red dot, taken from the ribbon of the old mark of 1664 (a "must include" in the new design project), symbolizing the "fly": this famous mole that the ladies of the court of Versailles wore so proudly on their face 400 years ago.

I remember Feng Huang, who being at the time in charge of the studio, also worked on the typography for the logo and came up with the idea of ​​layering 16 and 64 (which is more than half of the success of this design if you want my opinion).

And there we go ! A young Frenchwoman born in 1664, revisited! Too modern do you think?

Jimmy Delatour, founder of Delatour Design studio.

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