Celis Brewery
Brewing a Bold New Identity.
With a rich history but a fading presence, Celis needed a fresh look to connect with a new generation. Through a strategic rebrand, we brought clarity, cohesion, and a bold new identity—while staying true to its legendary craft. See how we transformed Celis for the future.
Celis Brewery
Rebuilding a Belgian brewing legacy for a new generation.
Brand Strategy · Creative Direction · Brand Identity · Marketing
Celis Brewery is one of Austin’s oldest breweries, founded by Belgian brewer Pierre Celis. The challenge was to honor that Belgian heritage while giving the brand a contemporary identity that could connect with a new generation of beer drinkers.
Born In Belgium. Brewed In Austin.
THE CHALLENGE
Celis had a legendary history, but its brand no longer reflected the strength of that legacy. Its identity felt dated, the organization lacked cohesion, and its connection with customers and retailers had weakened. The challenge was to modernize the brand without losing what made Celis unique.
MY ROLE
I led the project from brand strategy through creative execution, working through MOVART and building the creative team around the project.
I led the Brand Strength Workshop with Celis together with our Creative Director, Stephen Tasker, using the workshop to explore the brand's heritage, competitive positioning, values and opportunities for growth.
From there, I led the overall creative direction with Stephen, translating the strategic foundation into a new visual identity and brand direction.
My role included:
Brand strategy
Brand positioning
Brand workshop facilitation
Creative direction
Team leadership
Brand identity development
Marketing strategy
Client leadership
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.
THE STRATEGY
The central question was simple:
How do you modernize a historic brand without losing its soul?
We identified the tension at the heart of Celis: Belgian brewing heritage meets Austin's independent, creative spirit.
Rather than choosing between the two, we built the brand around that intersection.
The result was a visual and strategic direction that drew from classic Belgian beer culture while incorporating the colorful, unconventional character of Austin.
THE NEW LOGO
THE RESULT
The rebrand gave Celis a clearer identity, a unified creative direction and a stronger foundation for reconnecting with its audience.
More than simply refreshing the logo, the project was about redefining what the brand stood for and creating a platform for its next chapter.
Produced through MOVART
Brand strategy and creative direction led by Erik Sopracasa.
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