Global food-specialist creative production company Chuck Studios, is showcasing a brand new culinary identity for Bavaria beer as part of its breakthrough launch of the brand's new alcohol-free 0.0% variant.
The Bavaria brand has a reputation of being quirky and fun-loving, taking inspiration from its roots in Noord-Brabant, in the south the Netherlands. The region’s residents are well-known for enjoying life to the fullest and their love of gezelligheid – an untranslatable term relating to all the joy that comes from getting together over a beer.
“Our mission was to not only step up the quality perception of the beer, but also to make sure it looks unique to the brand,” notes Chuck Studios co-founder and global creative director Olaf van Gerwen.“We wondered - what exactly is inside these refreshing bubbles in the beer? In Bavaria, surely each bubble is filled with joie de vivre, with the urge to go out and enjoy life. And if there's enough bubbles, a thick, fresh layer of foam will form on the beer. That foam was the perfect playground to inspire this culinary identity.”
For Bavaria its unique culinary identity centres on an iconic and original brand asset especially created by the team at Chuck Studios: the schuimkuif. This is a unique word, coined to describe a whimsical wave of foam that forms at the head of the beer. Schuim means 'foam', and kuif equals 'quiff' or an upwards-styled fringe. So 'foam-quiff'.
The schuimkuif has a bright and celebratory connotation and it's simply always there when you see a Bavaria beer. In time, it will make a Bavaria beer instantly recognizable, even in the absence of a label or brand name.
Van Gerwen explains that the schuimkuif is formed when placing the beer down, or grabbing it, so it feels like the beer is always in motion. “As a result, the division between beer and foam is not a perfect line”, he continues. “The yellow of the beer is made of asymmetrical gradients for a natural look and obviously, there's always bubbles in the beer: no bubbles, no foam. In summary, the beer looks like it wasn't shot in a photo studio, but in a real environment in the hands of a real consumer. Bavaria beer is a beer you don’t gaze at, you drink it.”
Florent Renders, head of marketing NL at Royal Swinkels Family Brewers adds: “The Bavaria brewery is one of the oldest in the Netherlands. Our beers have a strong legacy of quality, innovation and the firm conviction that pilsner can bring people together. The schuimkuif contains everything we need to make our beer look unique and is in line with what our brand stands for. Chuck Studios has not only defined our Culinary Identity, they also put it to immediate work in our campaign, together with agency Fama Volat. We couldn’t be happier with this new visual language.”