The BBF poster has been designed this year by the Belgian artist Jean Goovaerts, who is well-known for creating the image and labels of the Brussels brewery, Brasserie de la Senne. His style is unmistakable with clear influences of Art Deco and socialist realism. When thinking of beer, labels such as those of Zinnebier, Taras Boulba and Stouterik come to mind, not to mention the stripes that typically appear in their backgrounds and which are a very common part of the image of many craft beer projects.

Our relationship with Goovaert’s work goes back a long way. About ten years ago (or maybe more) we really enjoyed a small festival in the Belgian capital called Bruxellensis. That’s where we first made contact with some of the breweries that have since heavily influenced our own concept of the beer culture. Without a doubt, this experience was yet another seed that helped the idea of the BBF to grow after a few years. One of the things that particularly caught our attention was the well-crafted image of the festival and its posters which represented four beautiful masterpieces.

We’d already tried to collaborate with Goovaert on the poster in 2015 but we were unable to coordinate it on that occasion. This year we started earlier and we have been able to work well together to convey the festival’s philosophy and values in the poster. Right from the very first sketches, we wanted to include concepts of both beer and craftmanship as well as ones from the city. The result is an eye-catching, warm and cheerful poster with an elegant beer presence which alludes to our city.

We are very pleased with the final result and we’d like to thank Jean for his work. Every time someone tells us that this year’s poster looks like the Brasserie de la Senne labels, we smile. We’re so happy with and proud of it that now we’re publishing it! And, wait for it – soon there’ll be some other related surprises.

PS: If you want to find out more about the author, his work and relationship with Brasserie de la Senne, don’t miss this interview.