drag me
drag me
THE CHALLENGE
Despite its rich heritage, Kwak beer had become a novelty. Known more for its quirky glass that its quality, it was loved by Belgian tourists – but ignored by true beer drinkers. In a booming Belgian market full of leading, history-steeped craft beers, Kwak needed to prove its eccentricity was more than a fad, it was genuine genius.
THE INSIGHT
In the early 19th century, Pauwel Kwak owned the De Hoorn Inn in Dendermonde, Belgium. Coachmen would stop to rest, but the Napoleonic Code forbade them from leaving their horses and carriage unattended to buy a crisp pint. Sick of losing out, Kwak invented a beer glass shaped to hang from inside a coach, where ale could be placed within arm’s reach, so that technically, coach drivers could drink legally while they continued to ride.
This origin story was too good to ignore, and we knew Belgians pride themselves on 'débrouillardise' (everyday creativity, solving problems with ingenuity), so we realised Kwak didn’t need to reinvent itself. It needed to remember what made it original: a beer born from imagination, resourcefulness and joy.
THE EXECUTION
We created 'The Wonderful World of Kwak' – a surreal, illustrated universe that brings the marvellous mind and imagination of Pauwel Kwak to life. Each scene blended flavour with fantasy, inviting drinkers to escape the ordinary and celebrate a world of imagination. Crafted to feel unexpected yet somehow unmistakably Belgian. Full to the brim of wonder, bottles were pulled by butterflies. Everyone rode hoppy unicycles. Ruby-red fruits tumbled through cherry fields. A caramel-fuelled hot air balloon floated across golden skies. Jesters juggled. Strongwomen pressed. Bees swarmed. And parrots became Pearrots.
THE CRAFT
We’re all born creative, but society tries to teach us to conform. Kwak’s new verbal identity celebrates those who resist that pressure: the curious, the inventive, the clever. This fresh personality and voice reframed Kwak from novelty to national treasure, and won an Effie to prove it.
Kwak’s tone of voice is pure Magician – curious, whimsical, unorthodox and full of fun. It speaks with a wink and a unique sense of wonder.
