With the explosion of craft beer brands in recent years, it had become increasingly difficult for brands like Hoegaarden to stand out. At the time of our engagement, Hoegaarden was attempting to position as a more interesting, free-spirited, bohemian choice. However, the brand was still getting squeezed between mass-market standbys and boutique options.

To solve this problem, Love & War worked with AB InBev to conceive and design what would become the ultimate expression of the Hoegaarden identity: a permanent physical concept called “Hoegaarden Greenhouse” now being rolled out across Europe and Asia. For the first time in the brand’s history, it now has a true “spiritual home” to connect with audiences and convey everything the brand stands for as an indelible consumer experience.