In March 2024, Belgian beer brand Leffe introduced a new brand platform, ‘Monastic Divinity’, emphasising its rich heritage that spans over 800 years.

This evolution called for a holistic brand refresh of both visual and sonic elements. Combining tradition with modernity, ‘The Sound of Leffe’ was designed to connect with beer lovers across Europe while solidifying Leffe’s position as the de-facto abbey beer.

Challenge

Our challenge was to create a sonic identity that conveyed Leffe’s premium quality and distinct heritage, whilst resonating with a digital-savvy audience. It had to be memorable enough to build brand recall, yet adaptable across touchpoints and markets.

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Approach

Driven by the idea of 'Monastic Divinity,' we returned to Leffe’s birthplace: the Notre-Dame de Leffe abbey. By immersing ourselves in the centuries-old setting and engaging with the Fathers who still reside there, the musical inspiration began to emerge.

The abbey’s iconic organ, resonant church bells, and a live choir became central to the composition.

To capture the acoustics of the abbey, we recorded the echo of a balloon popping and turned it into digital reverb that could then be applied to all assets.

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Solution

Complete with the blessing of the abbey’s Fathers, Leffe’s sonic identity merges centuries of history with contemporary craft. It consists of a long-form brand track, a suite of varying adaptations, and a 3” sonic logo, representing the brand across radio, TV, social, and associated apps throughout Europe.

Now, Leffe can live in consumers' minds far beyond a visual logo, transporting them back to the beer’s birthplace, elevating every consumer interaction through sound.

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AWARDS

Transform Awards Europe 2025:
Gold for Best Audio Brand (Consumer)

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