Cristal, one of Belgiums first lager, is a beer with history, quality, and deep local roots. For years, its identity was built around humility: a no-nonsense, down-to-earth beer for the people. But Cristal had outgrown this modest image. As an extra ordinary brand with exceptional quality, it was time to embrace a bolder, more confident identity—one that reflected its rightful place in the market: a cut above the rest.

We translated this shift into a striking new brand world, putting the product front and center with unapologetic pride. The visual identity translates this idea of the cut above to sharp cuts and bold overprint effects, creating a sense of dynamism and confidence. The logo now bursts out of its pentagon, unconstrained, we also crafted Cristal Sans®, a custom, angular typeface that reinforces Cristal’s stronger, more assertive personality.

The result is a brand that fully owns its competitive mindset—proud, distinctive, and unmistakably premium. Cristal no longer blends in; it stands tall. A beer that may be for everyone but is truly a cut above the rest.