Dr. Gab's

Renewing an iconic brand without losing what has been gained


Docteur Gab’s brewery is one of the leaders in the craft beer industry in West Switzerland. Over the years, the company was able to grow, and thanks to twenty collaborators and one of the biggest productions in the area, Docteur Gab’s beer truly rooted itself in the market.


Full rebranding process





With over 15 years’ experience, Docteur Gab’s already has a history, loyal customers, and a unique visual identity that stands out thanks to its logo’s particularities: the 7 degrees slant and the famous winking, smiling glass. However, in order to achieve the target established by their growth strategy, it is essential that they adopt a sharper position in the market, that will include some work on their identity development. The industrial beer giants having reinforced their position in the market, Docteur Gab’s is forced to boost its brand awareness.


For Docteur Gab’s, it’s all about « renewing, without losing what has been gained », meaning key markers for clients that are already loyal. With this in mind, we decided to keep the key brand identity elements, which include the name, the colour palette, and some of the logo’s specificities. Actually, the name « Docteur Gab’s » became the starting point for a new concept, that revolves around doctors. That’s how the solid yet quirky “Gabnostic” concept was born, in reference to the Docteur’s diagnostic. Their beers are no longer simply beers, but remedies to different aches and pains.


Combined with Dr Gab’s development efforts, Creatives’ work had a real impact on sales. During the months following the launch of their new identity, the production volume rose to be 26% higher than that of the year before.


From the graphic redesign to car wrapping, it was a true 360° rebranding process. The most impactful change however, was the one made to the bottle packaging. Creatives designed and produced new customised bottles, smaller in size, and similar to old cough medicine bottles. This new packaging allows the brand to truly stand out on the shop shelves. The label design was also reworked, and now contains the Docteur’s Gabnostic, which is different for every beer range.

“As of the first time we met, Creatives was able to identify the marketing potential we could develop through our history and our identity. We were able to talk marketing before discussing design, which made the execution possibilities so much simpler and more logical. Their creativity and extensive expertise allowed us to communicate our DNA on another level, and to give our line and products a modern facelift. This was done rigorously and with professionalism with regards to the project management and to deadlines. It is a great pleasure to work with people who – like us – are passionate about what they do.”
Gabriel Hasler, Founder | Brasserie Dr. Gab’s

Cheers Docteur!

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