Golden artworks shine on dark brown glass, showcasing intricate gothic ornamentation. The overall vibe exudes a sense of calm, expert craftsmanship, and high quality. Sealed with a sleek black cork, it sounds like a description fit for a luxury champagne or top-tier single malt. However, Eindhoven branding agency Tête de la Course has brought this premium presentation to the beer market with Three Rules of Authentic – a special edition dubbel with a rich backstory that emphasizes excellence and artistry.
The agency was tasked with developing a name, package design, and campaign for this beer collaboration between Trappist breweries La Trappe, Tynt Meadow, and Zundert. The design concept incorporates gothic-inspired artwork with reserved typography, showcasing incredible attention to detail in the label illustrations.
Creative director Ruud Cuijpers explains that the idea was to highlight the key differences between Trappist and conventional abbey beers, as well as celebrate the collaboration between the three abbeys. They named the product Three Rules of Authentic Trappist and used lavish illustrations to explain the three rules, paying homage to the monks and traditions that inspired the beer.
Illustrator Svetlana Molodchenko played a crucial role in creating a brand toolkit for the beer, with her intricate illustrations forming the focal point of the packaging. The triptych illustrations wrap around the box, showcasing the unique characteristics of each abbey involved in the collaboration.
The label design evolved from an Arabic ‚3‘ to a Roman numeral ‚III‘, with each rule represented in a trefoil leaf alongside detailed illustrations. Each rule was connected to a specific monastery, with organic patterns inspired by Renaissance artwork reflecting the individual essence of each abbey.
The first illustration represents La Trappe with symbols like a lamb, hop vines, cheese, and a monk in silence. The second illustration embodies Tynt Meadow with gothic windows, oak leaves, a dove, honey, and a bee, highlighting biodiversity. The third illustration symbolizes Zundert Brewery with a lapwing, adding further depth and storytelling to the label art.