Lindemix.

Lindemans is a strong brand in the brewery scene. They have a strong identity that refers to the early years of the 20th century. To promote their beers as a perfect ingredient for cocktails, a new subbrand was needed. Lindemix already existed, but the real challenge was to create an upward expansion to enhance the brand equity. Lindemix has to become a real phenomenon, and we had to launch during the upcoming Venuez event.

Keeping true to the Lindemans brand, Lindemix should deeply incorporate the belle-epoque atmosphere from the Brussels of that time. Since drinking cocktails is mostly something we do at festive occasions, we transformed Lindemix from something that only existed in a leaflet into a true experience.

Lindemix became a concept, and an experience. Lindemix is shaped by the distinctive characteristics of the art-nouveau. Connoisseurs will also find a link with the typical kaberdoesj, a sort of bourgeoise brothel. But when launching at the Venuez event, we stumbled upon a second challenge: the limited space we were given. Taking into account that a bar and shaking cocktails needs a minimum of space, we had to be creative. Together with Cravat we developed a concept where the bar-top used the maximum of available space. People who came to visit, where standing at the edges, thus expanding our space.

At certain times, the curtains surrounding our bar were closed. An exclusive show started and only those who were indoors on time could enjoy it. What happened behind the curtain caused a lot of curiosity and the Lindemix stand soon became a ‘talk of the town’.

A special edition newspaper was created, familiar with the brand’s visual language. Fun fact: we had to create it in less than 24 hours.