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Challenge & Objectives
Gertrude began in 2007 with a simple vision: to create unique beers steeped in history, paying homage to Sainte Gertrude of Nivelles. Thus, the Gertrude Triple, Amber and “Secret” intertwine their stories with that of this protective figure of the fields and vulnerable souls.
Ce projet représente une opportunité stratégique de revitalisation d’une marque de beer This project represents a strategic opportunity to revitalise a Belgian craft beer brand, rooted in the local history of Nivelles and carrying a strong cultural identity. Should you wish to learn more about our comprehensive brand exorcism process as applied to the Gertrude brand, please read our blog article: How to Extend Your Beer Brand into the Whiskey Category? A Successful Brand Architecture Case Study.
Objectives:
Expertise
Brand Expression
BEFORE / AFTER
Core range
Here’s what our clients had to say overall: they find the new design truly modern and love that the label is much clearer. They appreciate its luxurious appearance—with the Gertrude typography and gilt accents—and they’ve noticed all those subtle nods to Nivelles (which aren’t immediately apparent), a detail that amuses them! In short, everyone has greatly appreciated the change!
Laura Laurent, Co-Managing Director of Gertrude
Design system
Technological Innovation
In an innovative approach to preserving and modernising its historical identity, we utilised generative artificial intelligence for two key elements of its visual identity.
The portrait of Sainte Gertrude was transformed using AI tools, with meticulous care taken to preserve her original attributes. The aim was to faithfully depict Sainte Gertrude at 33—the age at which she passed away—whilst scrupulously maintaining her historical authenticity and introducing a contemporary visual modernity.
Meanwhile, the Sainte Gertrude Collegiate Church underwent a digital redesign, transforming the original photograph into a stylised engraving intended to serve as a watermark for the label. This transformation preserved the emblematic architectural details while creating a unique, heritage-rich graphic element.
This technological approach demonstrates how artificial intelligence can serve as a bridge between historical tradition and contemporary design, reinforcing cultural identity whilst modernising the brand’s visual perception.
What we really like about Studio Blackthorns is their approach to decision-making—or rather, their knack for asking the right questions to move things forward.
Virgile Vandendriessche, Co-Managing Director of Gertrude
It was a brilliant idea to rejuvenate Dame G. The new design is instantly recognisable compared with the old one. You simply cannot mistake it for any other product!
A panel of the brand’s loyal customers