01 / HOEGAARDEN
Refreshingly
Unexpected.
Centuries of provenance do not have to feel predictable. This brand world uses the six-sided glass as a lens, then lets nature, nightlife, and participation reveal the unexpected.
01 / THE PLATFORM
Heritage is the source.
Curiosity is the voice.
Refreshingly Unexpected is the master thought. The journey from field to bar to glass gives the work a simple spine; each encounter invites people to notice something they might otherwise pass by.
02 / THE GLASS
The icon becomes
the camera.
The distinctive six-sided glass is not the whole idea. It becomes a way to frame, distort, and reveal the world—and makes a familiar toast feel newly seen.
Cheers: a short film experiment seen through the glass.
03 / THE WORLD
Unexpected shapes.
One recognizable brand.
Respect the Hex turns the shape into a participatory invitation. A leopard, a cloud, a street shelter, and social stories each reveal the brand from a different angle rather than repeating one master visual.
04 / PARTICIPATION
Discovery gives
the campaign legs.
Find the Hex takes recognition into a four-frame mobile journey: notice the shape, reveal the invitation, find a venue, and bring the encounter back to the bar. Film, outdoor, social, and experience are different entrances to the same idea.
Professional context: the original Hoegaarden campaign thinking was developed while Russell Sinclair worked on the business at DeVito/Verdi. The AI-directed film and campaign extensions shown here are independent portfolio development, not an official current Hoegaarden commission.
THE WORKING DECK
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