Ølvens Hule

Building a brand from day one

Jeppe Halkier Hansen is the ultimate beer expert. He organizes everything beer-related—from tastings to talks about the history of beer, educating others on the different grades, types, and everything in between about yeast-fermented malt drinks flavored with hops.

We met right at the beginning, when Jeppe was preparing to launch Ølvens Hule. He knew his beer, but branding and marketing weren't really his world. My job was to ask the right questions, understand what set him apart, and turn that into a visual direction that felt right for him.

Making the beer connection

Building a brand from day one

From the start, it was important that people understood what Ølvens Hule was about. The slogan “Smagninger, foredrag og salg af den gode øl” says it quite simply.

I used a classic, retro beer look for the logo, then took a much more minimal approach in the social campaign, using just a few simple beer references. The idea was to make the connection really obvious: see it, think beer, think Jeppe.

Beer Expertise at Its Best

Once the beer connection was established, it was time to find the soul of what Jeppe actually does. And oh man, he is a funny guy.

Great sense of humour, love of pop culture and beer history, and a healthy amount of random nonsense became the starting point for the creative ideas

We had a lot of fun with it, and soon we were in that wonderful place where anything goes. We turned business cards into coasters, create a incredible amount of memes and ready to launch weird references for his social media....

The aim was to make people smile, get curious and think: “That looks like a fun event to go to".