Celis Brewery
Brewing Tradition with a Modern Twist:
Celis Brewery’s Rebranding
Celis Brewery, one of Austin’s oldest and most beloved breweries, had a mission: stay true to their rich Belgian roots while giving their brand a fresh, modern vibe. They wanted to pour a little innovation into their legacy—keeping the heart of their heritage while appealing to a new generation of beer lovers.
So, how do you balance old craftsmanship with a fresh, contemporary look? That’s where we came in.
Born In Belgium. Brewed In Austin.
History
Celis Beer was invented by Pierre Celis, a Belgian brewer renowned for reviving the traditional Belgian-style witbier. You might have come across the Belgian beer called “Hoegaarden”. If you did, now you know its founder. Pierre’s brewing was deeply influenced by the rich heritage of his hometown, Hoegaarden, and later, Austin, Texas, where he founded Celis Brewery and brought his iconic beer to the world.
Rebuilding the Celis brand
Celis had a legendary past, but history alone wasn’t enough to keep the brand thriving. The identity felt outdated, the organization lacked cohesion, and communication with both customers and retailers had fallen short. Some even questioned if Celis was still around.
The mission was clear: modernize the brand, unify the team, and reignite the connection with our audience—not just to remind them that Celis is still here, but to make it unmistakably known that we’re here to stay.
From Strategy to Brand Identity: Crafting a Bold, Clear, and a Distinctive Celis Brand
The Approach
To lay the groundwork for transformation, we led a Brand Strength Workshop—a deep dive into what makes Celis truly special. We explored its heritage, pinpointed its competitive edge, and redefined its core values. This wasn’t just about updating a logo or tweaking a tagline; it was about crafting a brand that felt as bold and distinctive as the beer itself.
The Goals
Short-term: Spark excitement, generate buzz, and reintroduce Celis with a fresh, compelling voice that captivates both loyal fans and new audiences alike. We aimed to create an undeniable presence in the market—one that turned heads and reestablished Celis as a brand worth talking about.
Long-term: Cement Celis as a respected name nationwide, reclaiming its historical prestige while emphasizing quality, authenticity, and craftsmanship. The goal was to ensure that whether locals or travelers encountered Celis, they recognized it as a benchmark of excellence in brewing.
This was more than a rebrand—it was a revival. A transformation that ensured Celis wasn’t just surviving but thriving in a modern, competitive landscape.
The Logo
This concept takes inspiration from classic Belgian beer labels, using a traditional blackletter typeface with a nod to Belgium’s rich brewing history. But there’s a twist: we’ve added a splash of Austin’s vibrant and quirky spirit. It’s super colorful, unique and a little weird, —bringing the best of both worlds together in a way that’s unforgettable.
A Bold New Chapter for Celis
The rebrand wasn’t just a facelift—it was a defining moment. The brand launch brought the Celis team together around a shared vision, reigniting passion for the craft. As the new identity took shape, employees, partners, and loyal fans embraced the transformation, proudly reclaiming Celis' place in the industry. More than just a refresh, this was a return to form—positioning Celis not only as a beer with history but as a brand with a future. With a stronger foundation, a clear voice, and a bold new presence, Celis is ready to inspire a new generation of beer lovers and cement its legacy for years to come.
