Mailman Mayor
Branding & Packaging
Beverages
Together with Mailman Mayor (Stephanie Aerts) and GMTM (Gert Marijnissen), we've been challenged by Tout Bien to rebrand a beloved beer for the future. The goal? Make it stand out more on shelves, simplify production, and prepare for new flavors—all while staying true to its familiar, approachable charm. We explored bold conceptual directions, pushing the boundaries of design. But sometimes the best solution is right where you started. In the end, staying close to the brand’s roots proved the strongest choice, embracing its unpretentious, "average" identity while making it future-proof. After creating the new can design for Pils, now proudly named "Pis of Angles," we translated the look to the newest member of the Tout Bien family: Tout Bien Rouge, a cherry-flavored pils with 6.9% alcohol, affectionately called "The Beer of Love." The refreshed design brings cohesion while giving each product its distinct personality.
The back of the pack features the heart icon in a filled color, leaving behind a big bold red heart. Perfect for storytelling and even better for sharing a beer and Love with besties
Each flavor follows the same packaging system, with only color and copy changes to reflect its taste and characteristics. This ensures brand impact and a strong presence on the shelf, making each can instantly recognizable as a true TOUT BIEN, no matter the flavor.