Hoegaarden Global Brand Toolkit LARGE

YOUR GUIDE
TO THE
GAARDEN
2017 Global Brand Toolkit
Introduction
WELCOME TO THE
GAARDEN
It’s a place unlike any other.
Hoegaarden's a name recognized the world over. Bundled
Contacts
up in our brand is a unique history, a singular recipe, and
a unique take on what it means to drink the world's best GENERAL
witbier.
Harris Damashek, Global Brand + Creative Director
How to make sure the brand stays true? We've outlined all harris.damashek@zx-ventures.com / +1 (917) 596-3273
the ways the Hoegaarden voice, identity and vision should
manifest right in this document. One easy reference point, SOCIAL MATERIALS & INQUIRIES
no confusion. Madison Teerlink, Production Coordinator
Agency: Modop
madison.teerlink@modop.com / +1 (323) 467-9600
Andy Hann, Creative Director

Agency: Modop
andy.hann@modop.com / +1 (917) 580-1983
Download & Dig

HOEGAARDEN / Your Guide to the Gaarden
BRAND MATERIALS & INQUIRIES

Deeper Glen Kayler, Creative Director
Agency: Redphone
Whenever you see this symbol,
glen@redphone.ca / +1 (403) 648-5139
simply click to download the
listed asset. We make it easy to
keep your favourite assets close
at hand.
For a full download list,
including logos, images,
brand guidelines, imagery
and more, visit page 104.
2
Introduction
TABLE OF CONTENTS
4 THE HOEGAARDEN STORY 38 VISUAL IDENTITY 82 POCM & RETAIL
5 You say it like this 39 Brand signature 83 All about Hoegaarden
6 The monks started it 40 Logo variations 87 Share the gaarden
7 A milkman, a fire, & a global brewer 41 The tagline
8 Legends of the glass 42 Clear space protection 93 EXPERIENTIAL
10 Start with a ritual 43 Proportions & minimum size 94 Owned retail experience
11 A winning combination 44 Colour palette
95 BRAND ACTIVATION
45 Colour reproduction
13 BRAND POSITIONING 96 Experiential activations
46 Monotone colour reproduction
15 Say hello to Hoegaarden 47 Incorrect usage
98 SPECIALTY SALES APPROACH
16 The manifesto 49 Typography usage
99 POC structure & segmentation
23 Who drinks Hoegaarden? 51 Pictorial mark
24 Hello, muse 52 Botanical illustration 100 HOEGAARDEN AWARDS
25 The hangouts
101 Celebrating the best
27 See how the gaarden grows 54 DESIGN STRATEGY
102 Pure gold
28 What’s in it for them? 55 The right words
29 Role, soul, & goal 57 Design principles 103 NOW, GO FORTH AND ENJOY.
60 Our imagery 104 Thanks...
30 BRAND ARCHITECTURE 67 Hexagon shape 105 Hoegaarden resources
31 Building the brand
33 Flagship brand 68 MARKETING

35 Secondary brands 70 Social media
36 Tertiary brands
37 Premium brands 79 GAARDEN OUT-OF-HOME
80 Outdoor presence
81 Green bombing & graffiti
3
1.0
THE
HOEGAARDEN
STORY
1.0 / The Hoegaarden Story
YOU SAY IT
LIKE THIS
Difficult to say, easy to enjoy.
How to pronounce "Hoegaarden" is one of those universal
conversation starters — it's a name that people might
hesitate over at first, though once they're comfortable, they
never forget it. Beyond giving this unique brew an instant
recognizability, passing on the secrets of pronunciation gives
your audience another nugget to add to their own conver-
sations, so they can "pass on" the brand recognition in their
own unique way.
WHO GAR DEN
5
THE MONKS
STARTED IT
1445 to 1957: 500 years of Monks making beer.
In 1445, in the tiny village of Hoegaarden in the centre of
Belgium, a group of monks set out to brew a special kind
of wheat beer. Their recipe was influenced by the Dutch
colonial merchant fleets, which brought exotic spices
from the East Indies to the area (considered part of the
Netherlands at the time). The monks, after painstaking
experimentation, found the perfect combination of orange
peel and coriander.
The brewery soon became the centre of village life and the
source of prosperity. In fact, the coat of arms, which features
a brewer's paddle, was designed to recognize its contribu-
tion. The village prospered until the 20th century, when
the post-war “lager revolution” drew attention away from
wheat beer. By 1957, the last of the Hoegaarden wheat-beer
breweries, Tomsin, closed.
6
A MILKMAN, A FIRE,
& A GLOBAL BREWER
1957 to Now: 60 years of change.
In 1965, a group of Hoegaarden villagers - led by the local
milk man Pierre Celis - agreed to found a new brewery: ‘De
Kluis,’ or ‘The Vault.’ The revived beer was a huge success.
But disaster struck when fire destroyed the brewery.
Artois brewery, the brewers of Stella Artois, offered to help

in return for a share of the business. The relationship led
to the reconstruction of the famous brewery, which began
producing the legendary wheat beer. Interbrew, the interna-
tional brewery (now known as AB InBev) took over in 1987,
ensuring future generations would experience a Hoegaarden
beer.
Since 1990, Hoegaarden beer has been available all over

the world. The beer’s excellent quality and taste have been
recognized with many awards worldwide.
In 2016, Hoegaarden won gold at the Beer World Cup in the

category of ‘Best Belgian-Style Witbier’
7
LEGENDS OF
THE GLASS
The shape of deliciousness comes from... where?
HEXAGONAL GLASSES ARE OUR JAM

Hoegaarden is tasty, that much is obvious. However, that's
not what the ‘jam’ refers to here. Legend says that the shape
of the glass is derived from jam jars. What do you do when
you're out of clean glasses? That's right, you drink from a
jam jar. The taste of leftover fruit was a definite plus, so they
kept using them.
WE CAN'T PRY IT AWAY FROM THEM

Others say pub managers used to use a giant wrench to
pry the hexagonal beer glass out of the grubby paws of pub
enthusiasts refusing to go home.
8
HOW TO POUR
PERFECTION
(THERE’S A
TRICK).
9
START WITH A
RITUAL
The swirl is key.
1. Chill - Use a chilled official Hoegaarden Glass.
2. Pour Two-Thirds - Hold the glass at a 45° angle and,
without touching the head or the glass, slowly pour 2/3 of
the bottle's contents into the glass.
3. Swirl - Return the bottle to an upright position and
rotate slightly (swirl) several times to reincorporate the
sediment.
4. Top off and enjoy! - Pour the remaining beer while
slowly bringing the glass to a vertical position, allowing
the desired two-fingers-thick amount of foam to form up 1 2 3 4
to the rim.
DOW N L OA D
T H E P OU R I NG R I T UA L I L LUST R AT ION
Complete asset list on page 104
10
A WINNING
COMBINATION ALL ABOUT THAT ORANGE
Herbacious and (orange) zesty. The first wheat beers were incredibly sour, at least until Belgian
monks began experimenting with dried orange peel and coriander
from the Dutch colony Curaçao. Bitter oranges from Curaçao,
Coriander and bitter orange are not "typical" beer flavours, known as lahanas, were originally Seville oranges planted by Spanish
explorers. The original oranges did not survive on the island, but
though thanks to Hoegaarden they've been with us for over the years evolved into a fibrous green fruit. Lahana are so bitter
decades. Together, they're distinctive, bright, and easy to off the tree they're inedible. But once their peel is dried they become
drink. Like summer in a glass. And the story of how they bright and fragrant. Perfect for beer.
came to be together is one worth sharing.
11
YES, REALLY. CORIANDER

Like the citrus that came from Curaçao, coriander made its way to
Hoegaarden thanks to the Dutch. Its addition, along with orange peel
(of course), gives Hoegaarden its bright, refreshing flavour.
12
2.0
BRAND
POSITIONING
2.0 / Brand Positioning
HOEGAARDEN OPENS
YOU UP TO NEW
DELIGHTS AND
DISCOVERIES.
14
SAY HELLO TO
HOEGAARDEN
The original (and best) Belgian wit beer.
FUNCTIONALLY EMOTIONALLY
Hoegaarden is a smooth and easy-to-drink beer. Naturally Hoegaarden aims to be as accessible and down-to-earth as
low bitterness (IBUs), Hoegaarden is a uniquely refreshing possible. It's unpretentious and open-minded, and appeals
and easy-to-drink beer, especially for beer drinkers taking a to its target by injecting new delight and discovery into the
step up from mainstream lagers. marriage between natural and urban envrionments.
You'll discover surprising ingredients: wheat, Curaçao

orange peel, and coriander. The Hoegaarden brewing
process is unique and extremely complex. In some cases it's
not bottle conditioned. Confirm in your region.
15
2.0 / Brand Positioning But as soon
as we get
out of a
warm and
THE comfortable
box.
MANIFESTO
Everyone is born open...
We are nature.
Clothes, cribs,
classrooms,
age, religions,
apartments,
careers, cars
DOW N L OA D
HOE GA A R DE N M A N I F E STO V I DEO
All these boxes

Disclaimer / this Manifesto should never be used in
are put in front of
16 consumer facing marketing.
us...
2.0 / Brand Positioning 2.0 / Brand Positioning
If we don't pay attention, we will

spend our entire lives going from box
to box...
Until we end up
in a box
BUT...
17
We
belong
In this exact same
life, there are things to a
that remind us,
that we are nature. garden. we stop looking
and start seeing.
We stop hearing
and start listening,
That we
don't belong
in a box
That we are born to be
18 open, and when we open;
And no idea
is too crazy.
We
create.
19
It reminds me of this story of these

That combined Belgium brewing
monks from a town in Belgium tradition with ingredients from a
called Hoegaarden. whole new world
Coriander &
orange peel
That created this crazy

beer a long time ago, in the
middle ages.
20
To become The Original

Belgian Wheat Beer.
21 Disclaimer / this Manifesto should never be used in consumer facing marketing.

EVERYONE'S DIFFERENT.
LET'S TAKE A SIP AND
CELEBRATE IT.
22
Professional yet casual
WHO DRINKS Social & passionate

HOEGAARDEN?
Let’s speak their language.
Utilizes the latest technology
Young, educated adults who live in the city and have a
passion for work and life. Their social life is fulfilling: Friday
after-work drinks with friends or colleagues, clubbing with
pals on the weekend, or dinner parties at home.
Sharing food with friends

They stay in touch with their tribe via phone, text, email or
social media. They enjoy the hustle of city life — movies,
theatre, concerts, lunch in the park — yet they also like
escaping urban places to immerse themselves in nature.
They're physically active and dynamic. They're stylish, but
they never show off.
And their favourite drinks? In restaurants, white wine. Embraces the city yet loves to escape it
For life's little celebrations, Cava Prosecco. And in bars?
Hoegaarden.
Creative
23
Savours the simple moments
HELLO,
MUSE
Meet Samuel.
Our global muse is Samuel, 27, who lives and works in Very few nights go by when he isn’t out and about, at a
Bristol, England. He’s an Experience Maximiser. He friend’s gallery opening or enjoying after-work drinks.
studied design and art history at college and now works He’s on Instagram often to see what his friends are up
as freelance art director at a growing start-up. to and learning about new shops to visit locally, as well as
looking for ideas for future travel.
For the first time, Sam can afford to live on his own in a
small studio that he’s made quite comfortable for himself
— mixing and matching Ikea staples with framed Banksy
prints and his first, complete dinner set. Brands that get him
Work/life balance is important to him, so he's able to make

a difference – but he also sees his friends often. He isn’t
quite relationship-ready, but he's been spending a lot of time
with Sara, a girl he met out skating one weekend. Together,
they love to check out new bars and restaurants in
different neighbourhoods in the city. He loves trying new
cuisines, especially the places others haven’t discovered yet.

He bikes to work and skates to brunch on the weekends.
24
2.0 / Brand Positioning 2.0 / Brand Positioning
THE
HANGOUTS
You’ll find Hoegaarden here.
This is where you'll find the true fans of Hoegaarden —
places with a view, and nature. Often, a garden. They're
sometimes quiet places where you can stop and think.
Others, places to enjoy a good time with friends. They're an
escape from the office, a natural retreat nestled within an
urban environment.
25
WHEN YOU OPEN

UP TO NATURE, YOU
NEVER KNOW WHAT
YOU’LL DISCOVER.
26
SEE HOW
THE
GAARDEN
GROWS
In short: in ways you never imagined.
"Openness" is the very heart of the Hoegaarden brand, and
it manifests itself in myriad ways. Openness of the heart
and mind, which invites new experiences in so many ways
— including the creativity and innovation those Belgian
monks showed centuries ago when they created our original
recipe. Openness from connecting with nature, exploring
and finding a place that feels like your very own. In every
campaign, our aim is to bring to mind that openness for
our audience — whether it's through botanicals in urban
settings, floating gardens, or a pop of lush greenery on their
daily commute — until it's synonymous with "Hoegaarden"

in their minds.
27
WHAT’S IN IT FOR
THEM?
Why customers should take that first sip.
Hoegaarden VBB
CONSUMER BENEFITS
FUNCTIONAL EMOTIONAL
HOEGAARDEN’S LIGHT, CRISP AND REFRESHING FLAVOUR I FEEL OPEN TO A WORLD OF POSSIBILITIES WITHOUT
INVITES YOU TO DISCOVER THE WORLD OF CRAFT BEERS BOUNDARIES
BRAND IDEAL
REASONS TO BELIEVE OPENS YOU UP BRAND PERSONALITY
TO NEW DELIGHTS
THE ORIGINAL BELGIAN WHEAT BREWED WITH NATURAL & DISCOVERIES CASUALLY-SOPHISTICATED CURIOUS
BEER, INSPIRED BY A RECIPE INGREDIENTS: WHEAT, ADVENTUROUS OPEN-MINDED

FROM 1445 CURAÇAO ORANGE PEEL &
CORIANDER SEED AUTHENTIC
SMOOTH & EASY TO DRINK
WORLD BEER CUP GOLD 2016
NATURALLY CLOUDY
(BEST BELGIAN WIT)
CUSTOMER VALUES OPEN-MINDED, FREEDOM, CURIOSITY
DEMAND SEGMENT EXPERIENCE MAXIMISERS
28
ROLE, SOUL,
& GOAL
The guiding principles.
ROLE
Gateway craft: bring consumer up from lagers with an
accessible beer
SOUL
Opens you up to new delights and discoveries
GOAL
Become #1 imported up-trade choice for gateway craft and
specialty consumers.
29
3.0
BRAND
ARCHITECTURE
3.0 / Brand Architecture
BUILDING THE
BRAND
Tradition, updated.
The Hoegaarden brand has evolved over the years, but in
all its incarnations, it has stayed true to its long brewing
tradition: careful attention to craft and a love of experimen-
tation. That brand has served us well, and it's something we
strive to protect. Our flagship, secondary and tertiary brands
occupy a hierarchy that, when understood and respected,
helps preserve and grow our brand equity. Secondary and
tertiary brand positioning always serves to support the
flagship brand, and in the process fuels the Hoegaarden
brand as a whole.
31
Brand Hierarchy
SERIES FLAGSHIP SECONDARY & TERTIARY PREMIUM
CUSTOMER EXPERIENCE MAXIMISERS RELATIONSHIP SEEKER AUTHENTIC EXPLORER
NEEDS FOOD & SAVOUR (SAVOUR THE MOMENT) MOOD SHIFT FOOD & SAVOUR (COMPLIMENT MY FOOD)
BENEFIT REFRESHING - ACCESSIBLE LIQUID FRUITY & INDULGING TASTE FULL BODIED TASTE - ENHANCE THE MEAL
VARIANTS FLAGSHIP FRUIT EXTENSION CRAFT EXTENSION
HG WHITE ROSÉE CHERRY RADLER FORBIDDEN FRUIT

NEW VBI NEW VBI NEW VBI NEW VBI

COMING COMING COMING COMING
SOON SOON SOON SOON
32
FLAGSHIP
BRAND
Original wit.
This is the Hoegaarden we know the best — the sunshiny,
golden, deliciously cloudy brew that refreshes and inspires
us with flavours of citrus and coriander. And it's the
brand that towers above all the others. We innovate and
experiment, sure, but this is the Hoegaarden that has given
us followers the world over.
33
34
SECONDARY
BRANDS
An original, plus innovation.
Our secondary brands embody the essence of the flagship
Hoegaarden experience and make the beer accessible to
more markets. How do we think of them? Beer first, fruit
second.
Rosée Cherry Variant
NEW VBI COMING SOON IN DEVELOPMENT

35
TERTIARY
BRANDS
Part of the family.
Think of our tertiary brands as the cousins of our flagship
Wit. They all have the same foundation in common
(Hoegaarden Wit, of course), but the addition of fruit juices
transforms them into something else.
36
PREMIUM BRANDS
Craft extension.
These brands are brothers and sisters to Hoegaarden, they
embody much of the same heritage and devotion to beer and
brewing.
37
4.0
VISUAL
IDENTITY
4.0 / Visual Identity
BRAND
SIGNATURE
The Hoegaarden logo is a unique graphic expression that HOE G A A R DE N HOE G A A R DE N HOE G A A R DE N
BR A ND LOGO P IC TOR I A L
represents Hoegaarden brand products. It is the most
S IG N AT U R E MARK
significant and unifying feature of the brand identity
program and is to be used on all aspects of brand communi-
cation.
HOE G A A R DE N
The Hoegaarden logo and tagline is the brand signature L O G OT Y P E
of the company. It facilitates a visual identity that is easy

to remember and immediately recognizable. Adhering to
the following Reference Guide will unify the Hoegaarden
identity structurally and visually as well as strategically
support the brand architecture across a global array of
HOE G A A R DE N
offerings. TAG L I N E
DOW N L OA D
HOE GA A R DE N L O G O F I L E S
39
LOGO
VARIATIONS
The Hoegaarden logo is designed to work with a large C E N T R E STAC K E D
FOR M AT
number of applications and has been developed with ( P R E F E R R E D)
flexibility in mind to ensure consistency and legibility in
appearance.
The Logotype Format (without the pictorial mark / crest) is

only to be used in extreme horizontal formats where space
prohibits use of either Centre-Stacked of Horizontal Full
Versions.
HOR I ZON TA L
FOR M AT
L O G OT Y P E
FOR M AT ( NO
P IC TOR I A L / C R E ST S)
40
THE
TAGLINE
The Hoegaarden Tagline is an extension of the trademark
that defines Hoegaarden core beliefs and offerings. It
supports marketing initiatives where needed. Care should be
taken when placing the Tagline relative to the logo.
The Tagline consists of the words “The Gaarden Is Open”,

in upper case and centred under the Centre-Stacked logo.
A unit measurement represented by x illustrates both the

positioning and size of the tagline in relationship to the “n”
in the logotype. 4x
The tagline is centred with the shield pictorial mark rather

than the logotype as it dictates the visual centre of the logo. 2x
The slightly off-centre logotype works in this application x
due to the heavier visual presence of the upper-case “H”.
It is critical that the Tagline is used in conjunction with

Hoegaarden logo. Using the Tagline by itself is therefore
unacceptable.
When the Hoegaarden logo is used in conjunction with the

HOE G A A R DE N
Hoegaarden Tagline, the configuration outlined here may be TAG L I N E
used.
41
CLEAR SPACE
PROTECTION
x
The logo must always be surrounded by a minimum amount

of blank space, as shown to the right. To maintain its visual
integrity, it should never appear crowded by other elements
such as text, titles and other symbols or logomarks.
The minimum blank space surrounding the logotype and

brand signature is represented by “x”, which is equal to the x
height of the “n” in the logotype.
x
42
PROPORTIONS &
MINIMUM SIZE
The Hoegaarden logos were designed with specific
2.2 x
aspect ratios. These proportions must never be altered.
Attention should be made when placing the logos in an
application such as PowerPoint or Microsoft Word, where 1x .75
I NC H E S
the proportions can change by dragging the corners of the
image box. This will alter the aspect ratio and is therefore
unacceptable.
The minimum size the Hoegaarden logo may be reproduced

is .75 inches as measured against the width of the logotype.
5.3 x
.75
I NC H E S
1x
43
COLOUR PANTONE® 117

CMYK 6 / 27 / 100 / 12
RGB 201 / 151 / 0
PANTONE® COOL GRAY 11
CMYK 44 / 34 / 22 / 77
RGB 83 / 86 / 90
PALETTE
HTML C99700 HTML 53565A
100% WHITE
Colour plays an important role in Hoegaarden’s corporate
identity program. The colours to the right are recommen-
dations for various media. Consistent use of these colours
will contribute to the cohesive and harmonious look of the
Hoegaarden brand identity across all relevant media.
PANTONE® 871 (METALLIC)
PANTONE® 280
CMYK 100 / 85 / 5 / 22
RGB 1 / 33 / 105
HTML 012169
44
COLOUR
REPRODUCTION
These guidelines for acceptable colour reproduction are
provided to ensure that a uniform image is maintained.
These guidelines provide for a cohesive method of reproduc-
tion while preserving high legibility of the Hoegaarden
brand.
The preferred background of the logo is 100% white.
Avoid displaying the logo over coloured or textured

backgrounds other than those expressed in this guide and all
must be approved by Hoegaarden.
The Hoegaarden logo may be placed over photographs

prepared and approved by Hoegaarden. Care should be
taken with this approach to ensure adequate contrast with
the background image.
45
MONOTONE COLOUR
REPRODUCTION
Although the Hoegaarden logo can be reproduced in 100%
black, white or PMS 280 (as shown to the right). It is only to
be used when it is clearly the only option.
The Hoegaarden logo may be reproduced in either 100%

solid black against a white field or “knocked-out” to 100%
white. Never use a percentage of black (gray) for the logo.
Additionally, the Hoegaarden logo may be reproduced in

either 100% PMS 280 against a white field or “knocked-
out” to 100% white against a 100% PMS 280 Background.
Never use a percentage of PMS 280 for either the logo or
background.
These usages must be approved by Hoegaarden before use.

46
INCORRECT
USAGE
Any variation from the examples covered in this style guide
would be incorrect and should not be used.
The following are some examples of INCORRECT modifi-

cations and applications of the Hoegaarden logo.
A Never move, delete, rearrange, or rotate any

A C
elements of the logo from their respective positions.
B Never place the logo over coloured backgrounds
other than those specified in this guide.
C Never distort proportions (height or width) of the
logo.
D Never place the logo over a photo or textured
background which is NOT approved by
Hoegaarden.
E Never attach other words or characters to the logo

other than ones specified in this guide.
F Never outline the logo in any colour. B D
G Never change the logo’s colours
H Never add new elements or effects to the Logo.
I Never attempt to redraw or rework any element of
the logo
J Never violate the logo’s clear space.
K Never crop the logo.
47
E H J
BE L GI U M
F I K
48
TYPOGRAPHY
USAGE
Approved typestyles.
Reference Guide for acceptable typography are provided to PLANTIN MT PRO BACKGROUND
insure that a uniform and consistent image is maintained for Plantin MT Pro is to be used for headlines and primary Plantin is an old-style serif typeface named after the printer
all Hoegaarden branded elements. messaging for all business-to-consumer communications. It Christophe Plantin. It was first cut in 1913 by Fritz Stelzer
can also be used in internal applications where appropriate for the Monotype Corporation, and is based on a Gros
The Hoegaarden corporate fonts and formatting are to be
messaging is required. Cicero face cut in the 16th century by Robert Granjon.
used in all marketing communication materials.
Plantin is one of the typefaces that influenced the creation of
To use this font legally, it can be purchased and downloaded Times New Roman in the 1930s.
Exceptions may include advertising materials approved by
here www.fonts.com
Hoegaarden in which an alternative font adds to a concept
The intention behind the design of Plantin was to create a
or design which Hoegaarden considers beneficial to it’s
font with thicker letterforms than had typically been used
marketing objectives.
until that time: previous type designers had reduced the
weight of their fonts to make up for the effect of ink spread,
but by 1913 innovations in smoothing and coating paper
had led to reduced ink spread. Pierpont was inspired to use
Granjon’s designs by a visit to the Plantin-Moretus Museum
in Antwerp, Belgium, which had them on display.
The Granjon font on which Pierpont’s design was based

was listed as one of the types used by the Plantin-Moretus
DOW N L OA D
HOE GA A R DE N BR A N D FON T S Press beginning in the 17th century, long after Plantin had
Complete asset list on page 104 died and his press had been inherited by the Moretus family,
but Plantin himself had used a few letters of the font to
supplement another font, a Garamond.
49
AaBbCc0123
Aliquam
Plantin MT Pro Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Plantin MT Pro Light Italic
Plantin MT Pro Bold Condensed
vel ligula
0123456789 0123456789 0123456789
Plantin MT Pro Regular Plantin MT Pro Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Morbi Euismod Enim 0123456789 0123456789
Eget Neque
Plantin MT Pro SemiBold Plantin MT Pro SemiBold Italic
Aliquam et nisl vel ligula consectetuer suscipit.
Morbi euismod enim eget neque. Donec sagittis abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
massa. Vestibulum quis augue sit amet ipsum laoreet 0123456789 0123456789
pretium. Nulla facilisi. Duis tincidunt, felis et luctus
placerat, ipsum libero vestibulum sem. Plantin MT Pro Bold Plantin MT Pro Bold Italic
ALIQUAM A ODIO, SED TORTOR abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
VELIT FELIS. 0123456789 0123456789
50
PICTORIAL
MARK
Hoegaarden vexillology.
On the Hoegaaren label, you'll see two shields. They look as
though they'd belong on a flag, but in fact they're illustra-
tions of vexilloids. What's a vexilloid? Before groups identified
themselves with flags (heraldry), they used sticks or staffs with
emblems atop them. The emblems could be feathers, rods of
power, or even a shepherd's staff. Over time, they evolved to
denote political power, and were later replaced by flags.
The curved staff on the Hoegaarden shield is taken from

the coat of arms of the village of Hoegaarden, which was
bestowed in 1288. The other shield depicts a masher's paddle, a
beer-making tool just like one the monks used to brew the first
batches of Belgian witbier.
51
BOTANICAL
ILLUSTRATION
Placement & positioning.
Belgium has a history of botanical illustration which
honours and explores nature. We have a botanical illustra-
tion all our own which brings nature to our visuals in a
graphic way and also tells our unique ingredient story.
The Hoegaarden botanical illustration supports the visual

identity when the situation requires. Its purpose is to
communicate the natural ingredients used in the brewing
process and to connect the audience with "the Gaarden." It's
a key part of the visual identity program and should only be
used alongside the Hoegaarden logo.
The illustration can be rotated 45 degrees in either direction

to achieve the best visual fit. Logos or text should never
cover the botanical and avoid touching it completely. It
should be placed on the outer edges of a defined area
running off the active visual region.
DOW N L OA D
HOE GA A R DE N BOTA N IC A L I L LUST R AT ION
52
4.0 / Visual Identity 4.0 / Visual Identity
Positioned at outer edge

Adequate Clearspace
Rotate to fit
53
5.0
DESIGN
STRATEGY
5.0 / Design Strategy
THE RIGHT
WORDS
How we tell the story matters.
Language is everything. It is, after all, our "voice." The
language used throughout marketing, social media and any
other connection-points should reinforce the brand position
by delivering an honest and relaxed tone. It should pick up
where visuals end, contributing to the overall messaging
rather than rehashing what's already been said. The tone
should reflect the target market with elements of humour,
positivity and discovery. And wherever possible, content
should reference Hoegaarden's connection with nature and
the garden.
55
CONNECTION HONEST
ILLUMINATING ORANGE & CORIANDER
EXPERIMENTAL URBAN BACKYARD
WANDERLUST WARM
DELIGHT & DISCOVER SPIRITUAL
CREATIVITY SAVOUR THE MOMENT
SEIZE POSITIVITY LET THE LIGHT IN

WE ARE ALL NATURE FRIENDSHIP
56
ACCESSIBLE SUSTAINABILITY
DESIGN
PRINCIPLES
Keeping it simple.
The layout and visual presence of a variety of connection
points has been designed to support the brand position.
Simple and honest design sensibilities come together to
create a clean, inviting and "open" look.
SIMPLICITY
The Hoegaarden aesthetic is about simplicity; there are no
flourishes or star-bursts, no outlines or drop-shadows. All
graphic elements serve a purpose. Balance and white space
is essential to it’s inviting and clean appeal.
HONESTY
Approachability and honesty are integral to Hoegaarden,
the design aesthetic honours these attributes. The lack
of flourishes, white backdrop, visual balance and natural
elements are essential to promoting the honesty in the

brand.
57
58
NATURAL,
RELAXED,
INVITING &
RELEVANT.
59
OUR DOW N L OA D
HOE GA A R DE N GL OBA L I M AGE A S SE T S
IMAGERY
How the world sees us.

Hoegaarden imagery is vital to the Hoegaarden brand NATURAL LIGHT REAL
equity; The styles outlined here carry particular attributes Imagery should always take advantage of natural light when Images don't always need to be technically "beautiful",
which further evolve the visual identity system. Being and where possible. If backlit, the light should be warm and rather can be shot into the sun, areas out of focus or
mindful of the images used will help ensure consistency inviting. Images shot into the sun are desirable including the off-balance composition. These attributes provide a natural
and connection points are correctly aligned with the brand presence of lens flare and light bleed. and more personal experience as if taken by the viewer
strategy. themselves.
URBAN CONTRAST
DAYTIME
Imagery should almost always have a natural element,
whether leaves, grass or natural sunlight. Any imagery with No beer on Earth pairs better with a beautiful sunny day
nature contrasting with urban textures, landscapes and than the refreshing taste of Hoegaarden. Wherever possible,
objects can work as visual support. images should predominantly feature moments of daytime
beer consumption.
FUN AND FRIENDS
Enjoying Hoegaarden is about friends; depicting relation-
ships and moments with friends is essential to imbuing the
brand with human emotion and making connections with

the target market.
60
Nature
Natural Light
Urban Contrast
Lens Flare
61
Real
Lens Flare
Nature
Natural Light
Urban Contrast
62
Natural Light
Urban Contrast
Friends
Lens Flare
63
Urban Contrast
Real
Natural Light
Nature
64
65
WHAT THE
HEXAGON
MEANS TO THE
HOEGAARDEN
BRAND.
66
HEXAGON
SHAPE
Background & usage.
Where did the hexagon shape come from? Some say jam
jars have something to do with it, but no one's sure. One
thing we do know is that it keeps your Hoegaarden perfectly
chilled.
Today it's synonymous with Hoegaarden, mainly due to the

popularity of the Hoegaarden glassware.
Use sparingly and only in places where it makes the most

sense. It’s usage should always be questioned and should
never appear forced or overused. It should never be used as a
graphic motif, rather only for physical objects.
i.e.: Hoegaarden Glassware, bar mats, bottle opener

67
6.0
MARKETING
6.0 / Marketing
BE PRESENT.
IT’S THE ONLY
MOMENT THAT
MATTERS.
#TheGaardenIsOpen
69
6.0 / Marketing
SOCIAL
MEDIA
What it means to Hoegaarden.
Hoegaarden’s social media presence takes our audience on a DOW N L OA D
SOC I A L M E DI A C A M PA IG N ST Y L E GU I DE
brand journey. Complete asset list on page 104
Using a series of images, we tell a brand narrative of our

lifestyle, our taste and our quality. We show you where we
live, what we like to do, and collectively, who we are.
DOW N L OA D
SOC I A L M E DI A C A M PA IG N C A P T ION C OP Y
Following us is like following a friend who is on a journey Complete asset list on page 104
of seeing gaardens everywhere — because where there is
Hoegaarden, you’ll find your gaarden.
#TheGaardenIsOpen.
DOW N L OA D
T H E C OM PL E T E SOC I A L M E DI A TOOL K I T
70
6.0 / Marketing
Warm-weather focused
Urban & garden

Surrounded by beauty
Plant references
#TheGaardenIsOpen hashtag
Features gardens
"Gaarden" spelling
Enjoying a Hoegaarden
71
6.0 / Marketing
User-Generated Content Brand Videos
One of the very best ways to engage your social media

audience is to encourage them to submit their own
content. Anthem shots showcase real people enjoying real
Hoegaarden, in a variety of environments. This user-sub-
mitted content has other benefits, too: it helps expand your
assets and builds a stronger connection between brand and
audience. Get started by creating localized campaigns that
bring consumers into the conversation. Embrace the spirit of
"openness" that is the Hoegaarden brand and invite partici-
pation.
Example Copy:
It’s not nature vs. nurture. It’s nature and nurture.
#TheGaardenIsOpen
DOW N L OA D
T H E HOE GA A R DE N BR A N D F I L M S
72
6.0 / Marketing
Photographic Criteria
THE GOLDEN HOUR FOCUS ON THE GARDENS ATTRACTIVE PRODUCT
The preferred shooting time is morning light or We want to show people enjoying their settings, While our product may not always be the focal
dusk. Backlit whenever possible, with available but the focus should be on the gardens, not the point of a shot, it should always appear attractive
light only. people. and inviting.
WARM WEATHER URBAN + NATURE BEAUTY IN THE DETAILS

Hoegaarden is a warm-weather brand, and we This campaign is about urban gardens. As often Don’t be afraid to push in and find the beauty in
therefore always want to portray a warm, bright as possible we want to portray the juxtaposition the small moments.
day. between the city and nature.
73
6.0 / Marketing
Photographic Topics
TOPIC 1 TOPIC 2 TOPIC 3
People enjoying Hoegaarden. People enjoying an urban garden. The brand cleverly integrated into a urban
garden setting.
TOPIC 4 TOPIC 5 TOPIC 6

An urban environment cleverly integrated into a Nature taking back an urban environment. An urban environment co-mingling with nature.
garden.
74
6.0 / Marketing
Instagram Selects
Example: Example: Example:
Stop and smell the coriander. Mary, Mary, quite contrary, how does your If you have a gaarden and a friend, you have
And the hops. Gaarden grow? With white caps and friendly everything you need. #TheGaardenIsOpen
And the orange peel. chaps, and never acting like a bro.
Because #TheGaardenIsOpen
Example: Example:
Happy Hour and a Hoegaarden begin the same Example:

Keep your face always towards the sunshine,
way. With an “H”. Coincidence? We think not. and shadows will always fall behind you. - Walt
#TheGaardenIsOpen Some truly fresh kicks. #TheGaardenIsOpen Whitman #TheGaardenIsOpen
DOW N L OA D
A L L T H E I N STAGR A M SE L EC T S
75
6.0 / Marketing
Cinemagraphs
Movement: Movement: Movement:
DOW N L OA D
Leaves in top corner blowing in wind Water drops falling off leaves Spinning windmill
A L L T H E C I N E M AGR A PH S
Complete asset list on page 104 Example: Example: Example:
Dear stress, I’ve decided to move on. A rainy day in the gaarden, is better than a Real beauty knocks you a little off kilter. –
#TheGaardenIsOpen sunny day at the office. #TheGaardenIsOpen David Byrne #TheGaardenIsOpen
Example:
Example: Example:
The best times happen out in front of the
Hoegaarden: a well storied beer, as rich in Summer sippin’, and the living’s easy. world, not in front of a screen.
history as it is in flavor. #TheGaardenIsOpen #TheGaardenIsOpen #TheGaardenIsOpen
Gifs
DOW N L OA D
ALL THE GIFS
76
6.0 / Marketing
DOW N L OA D
SOC I A L M E DI A ROL L OU T T E M PL AT E
Content Rollout Strategy
• MONDAYS / Local market teams

MONTH WK SUN MON TUE WED THU FRI SAT
generate art
1 Launch Spot
1 2
3
4
Local
Gif
Still Still • EVERY TUESDAY / HOEGAARDEN
original content day
5 Cinemagraph • THURS / FRI / “Share Your Gaarden”
2 6 Still UGC Days

Local UGC UGC
7 Gif
• WEDNESDAYS + WEEKENDS /
8 Still
Local market teams can post at will.
9 Gif Recommend Facebook postings
3 10
11
12
Local
Still
Gif
Still
UGC UGC
• All posts are across Instagram, FB,
Twitter, unless otherwise specified
13 Cinemagraph
• Consistency of copy from region to region
4 14
15
16
Local
Still
Gif
Still
UGC UGC
• Hashtag consistency from region to region
#TheGaardenIsOpen
17 Gif
5
18 Still
Local UGC UGC
19 Gif
20 Still
21 Cinemagraph
6 22
23
24
Local
Still
Gif
Still
UGC UGC
2 :15 Brand Films 19 Instagram Selects Local = art generated by local teams
9 Cinemagraphs 5 Anthem Shots UCG = User Generated Content
17 GIFs 4 Pack Shots
77
6.0 / Marketing
Social Media Content Template
IMAGE POST DATE FILE NAME COPY
The tan lines may fade,

but the memories will last forever.
MM/DD/YY ImageFileName1.jpg
Welcome to summer.
#TheGaardenIsOpen
It’s not the anti-social -

MM/DD/YY ImageFileName1.jpg it’s pro-solitude.
#TheGaardenIsOpen
Step 1 - Check into vacation rental.

Step 2 - Crack a Hoegaarden.
MM/DD/YY ImageFileName1.jpg
Step 3 - Kick back. Congrats.
#TheGaardenIsOpen
78
7.0
GAARDEN
OUT-OF-
HOME
7.0 / Gaarden Out-of-Home
OUTDOOR
PRESENCE
Refined impact.
Nothing stands out in the midst of a concrete jungle like a
shot of lush greenery. It's a balm for tired eyes, and in our
case, a call to sip from a refreshing, citrussy glass of witbier.
Hoegaarden billboards should appear in unexpected places,
a verdant surprise tucked away in the city. The Gaarden is
everywhere, if you know where to look. Let's point the way.
80
7.0 / Gaarden Out-of-Home
GREEN
BOMBING &
GRAFFITI
81
8.0
POCM &
RETAIL
8.0 / POCM & Retail
ALL ABOUT 50cl Glass
HOEGAARDEN
Must-have POCM.
Primary branded POCM can either contain the Hoegaarden
logo or signature (logo & tagline) depending on available
real-estate, legibility and production restraints. The logo
should always be placed on white surfaces when possible.
In applications where white isn't an option or doesn't make
production sense, the logo may be embossed or treated using
the monotone version.
83
8.0 / POCM & Retail
Tap Handles Bar Blade Bottle Opener

84
8.0 / POCM & Retail
Bar Mats
FRONT 1 BACK 1A BACK 1B
FRONT 2 BACK 2A BACK 2B

85
8.0 / POCM & Retail
Bar Mats
FRONT 3 BACK 3A BACK 3B BACK 3C BACK 3D

86
8.0 / POCM & Retail
SHARE THE Beer Bucket Umbrella
GAARDEN
Nice-to-have POCM.
Retail POCM is aimed to appeal to the target market,
encouraging them to support and promote the brand
honestly and with appreciation. Choose product that
supports the desired positioning by promoting outdoors,
nature, summer, sun, friends.
87
88
8.0 / POCM & Retail
Table
Pins
8.0 / POCM & Retail
Botanical T-shirts Bunting

89
8.0 / POCM & Retail
Logo T-shirts Flip-flops

90
8.0 / POCM & Retail
Outdoor Games
CONNECT 4
PLINKO BOARD
HOEGAARDEN DOMINO'S
91
8.0 / POCM & Retail
Outdoor Games
PENTAQUE
CORNHOLE
92
9.0
EXPERIENTIAL
9.0 / Experiential
OWNED RETAIL
EXPERIENCE
Join us for a beer... and more.
Even in the middle of the city or in an industrial setting,
The Greenhouse
opening a bottle of Hoegaarden is like tapping into a
refreshing moment of nature. by Hoegaarden
That’s why there’s the Hoegaarden Greenhouse- a verdant,
beautiful space that appears in the most unexpected
of urban settings - tucked in between buildings, on an
otherwise undeveloped rooftop, on the pier of an industrial
shipping zone, and so forth.
DOW N L OA D
Hoegaarden
T H E HOE GA A R DE N GR E E N HOUSE PL AY BOOK Mobile Greenhouse
94
10.0
BRAND
ACTIVATION
10.0 / Brand Activation
EXPERIENTIAL
ACTIVATIONS
Popping up... everywhere.
What better way to create a Hoegaarden memory for
someone than with a pop-up event — a surprise garden
party, say, or a floating barge. These events are desigend to
refresh the Hoegaarden brand and bring to life all the things
it espouses: the marriage of nature an urban environments;
botanicals with a surprising twist; and the simple joy of
sipping a Hoegaarden surrounded by friends, old and new.
A Floating
Gaarden in
East London
A beer barge moored outside
Number 90, Hackney Wick is

one-of-a kind, a breath of fresh
air in a busy urban setting. It’s
packed with over 500 different
plants and shrubs and home to
a unique Soundscape Gaarden,
where the taste of Hoegaarden
beer elevates all your senses.
96
10.0 / Brand Activation
Gaarden Parties
& Concerts in
Seoul
97
11.0
SPECIALTY SALES
APPROACH
11.0 / Specialty Sales Approach
POC STRUCTURE &

SEGMENTATION
QUANTITATIVE ASPECTS OF POCS QUALITATIVE ASPECTS OF POCS
SEGMENT POC’S BASED ON % OF PREMIUM SOLD
ON TRADE
FOOD LED DRINK LED

MORE THAN 50%
PREMIUM &
INFLUENTIAL TOP RESTAURANTS IN THE COUNTRY CRAFT ORIENTED WITH A LARGE ASSORTMENT
ACCOUNTS OF NATIONAL AND IMPORTED OPTIONS
LED BY INTERNATIONALLY RENOWNED CHEFS
OFTEN HAS BACKGROUND MUSIC AND LIVE
CHOSEN BY CONSUMERS ON SPECIAL OCCASIONS
INFLUENTIAL BANDS ON THE WEEKENDS
VERY SUBTLE BRANDED MATERIA
BASIC BAR FOOD
10% - 50%
PREMIUM
SPECIALIST OFF TRADE
LESS THAN KA SMALL FORMAT

10%
PREMIUM
MULTIPLE LOCATIONS MULTIPLE LOCATIONS
NOVICE OFTEN USED FOR STOCK UP TRIPS OFTEN USED FOR IMPULSE OR FILL-IN TRIPS
REPRESENTS LARGE SHARE OF SPECIALTIES SMALL SQUARE FOOTAGE
SALES
HIGH SHARE OF SPECIALTIES SALES
99
12.0
HOEGAARDEN
AWARDS
12.0 / Hoegaarden Awards
CELEBRATING
THE BEST
2016 World Beer Cup.
Over the years consumer beer choices have gone from small When: Every 2 years
to exploding around the world. This global competition
continues to create greater consumer awareness about Judges: 200+ highly qualified beer professionals
different beer styles and flavour profiles while promoting
Style Categories: 90+
international brewing excellence.
Awards: Gold, Silver, Bronze Medals and Champion
The Brewers Association's World Ber Cup, often referred
Brewery and Brewmaster Awards
to as “The Olympics of Beer Competitions,” is the most
prestigious beer competition in the world. It's been To learn more about the World Beer Cup, visit
celebrating the art and science of brewing since 1996. www.worldbeercup.org
101
12.0 / Hoegaarden Awards
PURE
GOLD
Best Belgian-Style Witbier.
Hoegaarden Brewery, is excited to announce it received
a gold award at the 2016 World Beer Cupsm, a global beer
competition that evaluates beers from around the world and
recognizes the most outstanding brewers and their beers.
Hoegaarden Original White Ale championed against 77
other Witbier’s for the winning title in their Belgian-Style
Witbier category.
World Beer Cupsm winners were selected by an international

panel of 253 beer judges from 31 countries. Regarded as the
“Olympics of Beer Competition,” the World Beer Cupsm saw
an impressive field of 6,596 entries from 1,907 breweries
in 55 countries. The awards were presented on May 6,
2016 during the World Beer Cupsm award ceremony at the
Pennsylvania Convention Center in Philadelphia,
Pennsylvania.
DOW N L OA D
T H E WOR L D BE E R CU P A S SE T S
102
13.0
NOW, GO
FORTH
AND
ENJOY.
13.0 / Fin.
THANKS...
For respecting the brand we love.
Our brand is our face, our voice, and the most immediate
Contacts
way we connect with our target market. And it has decades
of equity built up in it. We'd like to thank you, as an GENERAL
interpreter of that brand, for respecting that equity and
Harris Damashek, Global Brand + Creative Director
giving us yet another conduit for reaching our public. That
harris.damashek@zx-ventures.com / +1 (917) 596-3273
first glimpse of our brand personality leads to that first sip of
Hoegaarden, and from there the possibilities are endless.
SOCIAL MATERIALS & INQUIRIES
Madison Teerlink, Production Coordinator
Agency: Modop
madison.teerlink@modop.com / +1 (323) 467-9600
Andy Hann, Creative Director

Agency: Modop
andy.hann@modop.com / +1 (917) 580-1983
BRAND MATERIALS & INQUIRIES

Glen Kayler, Creative Director
Agency: Redphone
glen@redphone.ca / +1 (403) 648-5139
104
13.0 / Fin.
HOEGAARDEN
RESOURCES
Go beyond.
Hoegaarden Logo Files Hoegaarden Story

Folder The_Hoegaarden_ Story.docx
44 kb
Hoegaarden Corporate Fonts
Folder Hoegaarden Manifesto Video
Hoegaarden_Manifesto_Brit_Intro.mov
Pouring Ritual Illustration Files 22 mb
Folder
The Complete Hoegaarden Social Media Toolkit
Hoegaarden Botanical Illustration Files Folder
Folder
The Hoegaarden Brand Films
Hoegaarden Global Image Assets Folder
Folder
The Instragram Selects
Social Media Campaign Style Guide Folder
Hoegaarden_ SocialMedia_ StyleGuide.pdf
34 mb The Social Media Cinemagraphs
Folder
Social Media Caption Copy Guide
Hoegaarden_ SocialMedia_CaptionCopy.pdf The Social Media Gifs
109 mb Folder
Social Media Rollout Template

Folder
The Hoegaarden Greenhouse Playbook

Hoegaarden_Greenhouse_Playbook.pdf
54 mb
World Beer Cup 2016 Assets

Folder
105

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YOUR GUIDE

Andy Hann, Creative Director

Download & Dig

BRAND MATERIALS & INQUIRIES

33 Flagship brand 68 MARKETING

WHO GAR DEN

Artois brewery, the brewers of Stella Artois, offered to help

Since 1990, Hoegaarden beer has been available all over

In 2016, Hoegaarden won gold at the Beer World Cup in the

HEXAGONAL GLASSES ARE OUR JAM

WE CAN'T PRY IT AWAY FROM THEM

YES, REALLY. CORIANDER

You'll discover surprising ingredients: wheat, Curaçao

All these boxes

If we don't pay attention, we will

It reminds me of this story of these

That created this crazy

To become The Original

21 Disclaimer / this Manifesto should never be used in consumer facing marketing.

WHO DRINKS Social & passionate

Sharing food with friends

Work/life balance is important to him, so he's able to make

cuisines, especially the places others haven’t discovered yet.

WHEN YOU OPEN

daily commute — until it's synonymous with "Hoegaarden"

BEER, INSPIRED BY A RECIPE INGREDIENTS: WHEAT, ADVENTUROUS OPEN-MINDED

CUSTOMER VALUES OPEN-MINDED, FREEDOM, CURIOSITY

DEMAND SEGMENT EXPERIENCE MAXIMISERS

SERIES FLAGSHIP SECONDARY & TERTIARY PREMIUM

CUSTOMER EXPERIENCE MAXIMISERS RELATIONSHIP SEEKER AUTHENTIC EXPLORER

VARIANTS FLAGSHIP FRUIT EXTENSION CRAFT EXTENSION

HG WHITE ROSÉE CHERRY RADLER FORBIDDEN FRUIT

NEW VBI NEW VBI NEW VBI NEW VBI

Rosée Cherry Variant

NEW VBI COMING SOON IN DEVELOPMENT

of the company. It facilitates a visual identity that is easy

The Logotype Format (without the pictorial mark / crest) is

The Tagline consists of the words “The Gaarden Is Open”,

A unit measurement represented by x illustrates both the

The tagline is centred with the shield pictorial mark rather

It is critical that the Tagline is used in conjunction with

When the Hoegaarden logo is used in conjunction with the

The logo must always be surrounded by a minimum amount

The minimum blank space surrounding the logotype and

height of the “n” in the logotype.

The minimum size the Hoegaarden logo may be reproduced

COLOUR PANTONE® 117

The preferred background of the logo is 100% white.

Avoid displaying the logo over coloured or textured

The Hoegaarden logo may be placed over photographs

The Hoegaarden logo may be reproduced in either 100%

Additionally, the Hoegaarden logo may be reproduced in

These usages must be approved by Hoegaarden before use.

The following are some examples of INCORRECT modifi-

A Never move, delete, rearrange, or rotate any

E Never attach other words or characters to the logo

The Granjon font on which Pierpont’s design was based

Plantin MT Pro Regular Plantin MT Pro Regular Italic

The curved staff on the Hoegaarden shield is taken from

The Hoegaarden botanical illustration supports the visual

The illustration can be rotated 45 degrees in either direction

running off the active visual region.

Positioned at outer edge

SEIZE POSITIVITY LET THE LIGHT IN