Zware Jongens’ elegant identity for GIGANT allows the Belgian brewery’s beer to speak for itself
Belgian brewery GIGANT, the winners of seven medals at their inaugural World Beer Awards appearance, sought the help of Amsterdam and Antwerp-based creative studio Zware Jongens on the creation of their identity and packaging; the result of which is a candid and honest solution that doesn’t take itself too seriously.
“The beer market is full of brands that are either very ‘sérieux’ or on the other hand, are trying to be funny,” Zware Jongens’ Founder Filip Janssen tells us, “we felt something lighter, simpler and more positive would work for GIGANT,” he adds, allowing the beer to speak for itself. This sentiment is carried throughout the design, which revolves around a simple yet striking typographic approach – with the studio opting for Frederic Goudy’s Italian Old Style, Grilli Type’s GT America Mono and Nicky Laatz’s Bon Vivant as the brand’s typeface trio.
“We were actually looking for a timeless mix,” Janssen explains, “something that was made to last,” expressing a technicality and expertise through GT America Mono, a sense of heritage through Italian Old Style, and a playful character through the use of Bon Vivant. Together the typefaces both represent the brand’s values and provide the room to support one another, able to take on more decorative or more hierarchical roles when necessary.
Similarly, the use of colour is sparing – giving the identity the room to be exuberant or serene when needed. “In a world full of screaming and clutter,” Janssen notes, “we wanted to go for an open and very neutral brand expression to stand out,” and in doing so again allowing the beer to speak for itself. Subsequently, the colours are informed by the tones and ingredients of the individual drinks. “Each expresses their own universe,” Janssen concludes, “and adds an extra dose of positivity.”