Doppelleu Brauwerkstatt is a young brewery in Winterthur (CH). On the basis of the defined corporate strategy, a dual brand strategy was developed. The premium brand “Doppelleu” symbolises Winterthur’s coat of arms, showing its emblem, the lion, integrated with the two basic ingredients of beer: hops and malt. The high-volume brand “Chopfab” refers to the city’s patron Saint Alban who was executed by beheading. The black colouring of the brand identity reflects the promise of the beer: high quality, innovative, upmarket.