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 always 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 its core. From the blackletter wordmark, its ligature inspired by the handshake between brewer and Abbey Father, to the symbol of hospitality redrawn from a carving on the Abbey wall, depicting the ingredients as a gift. Completed by the “Endless Pour” - a seamless pattern symbolising the brand’s hospitality through the ages.