A symbol of hospitality.

Leffe is far more than a beer. It’s a place. It’s a community. But it’s also a belief. A belief in the power - and art - of welcome. For centuries, Leffe has stood with open arms: welcoming pilgrims from all walks of life, ever since it was first brewed back in 1240. That spirit of hospitality lies deep within our DNA, learned and passed down from generation to generation.

I worked with the strategy team to help develop Leffe’s position as a ‘Symbol of Hospitality’ and created the packaging design to fit the position. I worked on this project whilst in full-time employment at JKR London.