“La Genevoise” was the name of a fictional beer brand from Geneva, Switzerland.

The new visual identity had been imagined in a vintage look.
The idea was to create a pin-up for each type of beer. For the dark beer, it was “La Ténébreuse”, for the amber one, it was “La Féline”, for the blond one, it was “L’Insouciante”, and the white one was “La Candide”. Each pin-up was chosen and created according to the characteristics of the type of beer.
This way, the concept was declinable and funny.

Three vertical and one horizontal paper boards were realized.