Stephane Rochefort’s Post

A rebranding needs to come with not only a change of look, but also a change of attitude. Bockale previously was presented as Le Bockale, the equivalent of "The Bockale" in English. The ambition we have for the brand goes way beyond our native French market of Quebec. Therefore, in a quest for added simplicity and clarity, we decided to remove the « Le » in the revamped and redefined brand. Splitting BOCK and ALE in two layers was also necessary in order to facilitate a correct pronunciation within our French consumer base. Doing so also enabled us to integrate the slash icon. The vibrant green slash featured on all Bockale products is central in the design of the brand universe and will be found throughout our brand identity, acting as a recognizable icon and enabling us to present all products as a clear, strong family. The choice of color came as we saw that it is under-represented in the category and therefore would allow us to stand out within a visually crowded craft beer and non-alcoholic beer category. The somehow neon tone is reminiscent of energy, vitality and positivity, all elements that non-alcoholic consumers all looking for in their products choices, driven by a focus on health and wellness. The brush texture, not necessarily meant to reminisce of paint but more of movement and handmade writing, is there to add a notion of craft. The slash symbolizes a new era in beer, a new era for consumers, the notion of before and after. In fact, our extensive markets research revealed the power, the freedom that consumers get through integrating non-alcoholic beverages in their consumption habits, in existing and also new occasions. The freedom of choice. This notion of understanding something that most yet don’t, but soon sure will. According to recent NielsenIQ data, non-alc beer, wine or spirits are only penetrating 3% of households across the US, symbol of the huge potential that represents the category for the future. That future is now! #nonalc #craftbeer #beer #branding #logo #design #business