Since 1240, Pilgrims have been welcomed to Leffe. Some have come for comfort, others enlightenment. But through revolution and renaissance, all have been met with hospitality… and a glass of beer to savour.

Originally brewed by the monks, for the people, when great plagues made water unsafe to drink. The Abbey became a place of refuge and hospitality. Through the ages, their doors were also open. Then in 1952 a local brewer and The Abbey Father created a shared bond to brew the beer we now know as Leffe.

A visual brand identity and packaging design system was created with the idea of hospitality at it’s core. From the blackletter wordmark, it’s ligature inspired by the handshake between brewer and Abbey Father, to the symbol of hospitality redraw from a carving on the Abbey wall, depicting the ingredients as a gift. Not forgetting the “Endless Pour” A seamless pattern symbolising our hospitality through the ages.