Having started over twenty years ago, the Frogpubs chain pioneered the microbrewery and craft beer concept in France. To continue their commercial development and product strategy, the company created its first purpose built brewery to the north of Paris. Having grown organically from one pub in the Rue Saint Denis into a large chain the company needed to reorganise their entire branding strategy to create the platform for future commercial development.


The key challenge was reorganising the brand architecture. Our initial recommendation was to create a distinctive separate brand that retained it’s link to the pubs but allowed commercial development beyond them. The Frogbeer identity was created drawing on the heritage of classic brewery calligraphy in a distinctive diamond shape. A new range of packaging followed as well as our award winning limited edition Superhero series. Commercially the brand has flourished and now supplies the Monoprix and Repaire de Bacchus chains.

The last summer limited edition Fruit Series has been awarded as best label design of 2018 in the category new product range during the International Beer Challenge de Londres.

“We’ve thoroughly enjoyed working with the team from Houltonsmets over the last two years. We’ve benefited from their great attention to detail which, coupled with their willingness to pro-actively get involved with every aspect of our brand communication, has allowed us to successfully redefine our image and to communicate this to staff and customers, delivering measurable benefits in terms of perception and sales”.

Paul Chantler – Founder & CEO, Frog Group
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