It's all in the family

Brothers in Law

↳Brand strategy

Brothers in Law is a Dutch craft beer brand owned by brothers-in-law Tim, Tim and Felix. They started out in 2017 with a basic brand that suited their needs at the time. As the craft beer market started to become more saturated, they recognized the value of a more unique brand identity in order to scale up and remain relevant.

In creating the new Brothers in Law brand I amplified that one thing that naturally sets it apart from competitors: its family ties. By providing a playful stage for the owners' innocent family friction, the brand gets more edge. Its product range is transformed into a raw and diverse bunch of family members where anything goes. Welcoming everyone to join in. From employees to customers. With its new brand strategy Brothers in Law is now ready for all future endeavours. Creating endless possibilities for compelling storytelling and brand experiences.

Cheers. Here’s to family.

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Brand strategist: Anna van den Bijgaart
Art director: Leon van den Berg
Copywriter: Guyon Essed
Illustrator: Björn van Ginkel

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