Kronenbourg 1664 'Who Cares?'

Who Cares? is a playful response to the age-old pub tradition of “chatting s**t.” Students, arguably the best at this (and yes, I include myself in that group), are at the heart of this campaign. In collaboration with Kronenbourg 1664, it encourages students to spark more meaningful conversations over a pint at their local pub with climate change as the topic of choice.

Design Bridge, Brandomiser, 2025

Competition: Design Bridge
Brief: Brandomiser
Project Length: 2 Months
Year: 2025
Collaborators: Ryan Follett, Liam Heisig
Tools: Blender, Adobe Substance Painter, Adobe Photoshop, Adobe Illustrator, Adobe After Effects, Adobe InDesign

Close-up 3D render of the 'Who Cares?' Kronenbourg 1664 can against a dark gradient

Rendered iceberg — 3D Model of 1664 'Who Cares?' Tap and Asset Close-Ups

Chrome beer tap with a BIÈRE handle — 3D Model of 1664 'Who Cares?' Tap and Asset Close-Ups

brief

The Brandomiser is part of The Start initiative created by the studio Design Bridge for students. It generates three random prompts: a brand, an issue and an audience to inspire creative briefs. For this project, our prompts were:

Brand
Kronenbourg 1664
A French beer with a distinctive mark: an oval badge crossed by red ribbons. Rather than create a new brand, the challenge was to work within that existing identity and make it say something new.
Issue
Climate Change
A serious subject that rarely comes up over a drink. The idea was to meet people where the conversation already happens, and turn a pub habit towards something that really matters.
Audience
Your Local Community
As a pair of university students, we are surrounded by our audience every day: Gen-Z students, in their local pubs, who love a pint and, as we found, love to chat s**t. We started from what we already knew.

A serious issue we uncovered is that our local community, (Gen-Z students) absolutely love to chat shit at the pub.

So, we’re introducing, 'Who Cares?'

The pint that makes you stop and think, “Oh, maybe I should give a shit about this.”

3D Model of 'Who Cares?' Logo Adaptation, Modelled in Blender.

1664 Logo Before (LEFT) and After (RIGHT)

The classic Kronenbourg 1664 logo was reimagined to align with the Who Cares? campaign, transforming the familiar brand mark into a conversational statement. By replacing “1664” with “Who Cares?”, the design keeps the recognisable structure while giving it new meaning that encourages reflection and discussion.

Applying the 'Who Cares?' Branding to the Original Can

Rather than creating an entirely new brand, the challenge was to work within an existing visual identity. The redesign preserves the recognisable 1664 aesthetic while introducing an interactive packaging experience. Temperature-sensitive ink allows the design to respond physically to its environment.

Back of the can: 'Cold beer, hot topic' with a polar bear illustration

Campaign render: two 'Who Cares?' cans on a blue set with the line 'The drink that makes you think about what really matters.'

3D Renders of the Can Rebrand, Modelled and Rendered in Blender.

Four-pack of 'Who Cares?' cans in a printed cardboard carrier

Close-up of the carrier: 'We do. That's why every can is packaged in 100% recycled card.'

Stack of 'Who Cares?' beer mats on a blue surface

Ice-sculpted tap font with the 'Who Cares?' tag, lit on a blue set

Real World Brand Touchpoints and Activations

This window display was modelled and rendered in Blender to visualise the campaign in a real-world pub environment. Using physically based materials, realistic lighting, and custom window stickers, the scene demonstrates how the “Who Cares?” identity can extend beyond packaging into experiential branding, creating a consistent campaign across multiple customer touchpoints.

Pub window at night with 'Who Cares?' window stickers: 'The drink that makes you think about what really matters. Sold here.'

Viewport render of the bar window scene in Blender — Viewport Render of Bar Scene in Blender.

Clay render of the bar window scene in Blender — Clay Render of Bar Scene in Blender.

Instagram story mock-up for the 'Who Cares?' campaign

The drink that makes you think about what really matters.

Reflection

Starting from three random prompts, the project grew from a single question, “Who Cares?”, into a reworked logo, a temperature-sensitive can, recycled-card packaging, beer mats, an ice-sculpted tap and a pub window display, all modelled and rendered in Blender. Keeping one simple idea at the centre meant every touchpoint could say the same thing in a different place.

With: Ryan Follett, Liam Heisig
Made with: Blender, Adobe Substance Painter, Adobe Photoshop, Adobe Illustrator, Adobe After Effects, Adobe InDesign

brief