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The Power of vegetables
Bonduelle
La bête
The Birth of a Myth
Trends & Insights / Customer Journey Research / Social Listening / Brand Strategy / Visual & Verbal Identity / Product & Packaging Design / Experiential Branding / Physical Experience / Motion Design
Making La Bête resonate with its time, without ever taming its character.
A clear, powerful and instantly recognisable figure. Instinctive, almost archetypal. A gaze that captivates us as much as it cuts through us. A rich, immersive universe in deep, evocative colours, inspired by founding myths and stories. La Bête becomes a personality: mysterious, magnetic and untamed. The brand territory opens the door to a world between legends and popular culture, where everyone can project their own story and dare to cross the threshold between reality and the unknown.
From “a beer with character” to “born in the North.” The brand is no longer selling a promise. It is telling a story of origin. By placing the creature back in its natural environment, the design goes beyond symbolism to open up an entire world. Each product becomes a fragment of the story, a different facet of La Bête. The tasting experience is transformed into a modern-day mythological journey.
”The objective was to make La Bête an emblem of power, character and myth. Every element contributes to the legend, from the nocturnal setting to the iconic representation of La Bête itself.”
Reza Bassiri, Chief Creative Officer & Vice President, Carré Noir
+50%
Volume in mass retail
+72%
Market share
Play.
