Rebranding… get rid of those slick marketing boys and hire yourself some youngsters! Cause magic only happens when some creative minds re-wrap a Belgium old time beer favourite! Duvel Collection is the name of this creative child, a successor of Arne Quinze’s collaboration with Duvel in 2007. Only this time they went international with Dutch graphic artist Parra and British/Japanese fashion brand Eley Kishimoto. Yet they stayed true to their roots with Belgian graphic designer Denis Meyers.
The I Love Belgium team preferred Parra’s interpretation of this devilish beer. Researching the imagery of underworld creatures he came up with some bright, intoxicated, seductive dancing figurines. Making the typical warm yellow beer a hell fire… yes we like that comparison. Taking only a select few commercial design jobs per year, this result is worth publishing. This is less the case with Eley Kishimoto. Copy pasting their typical print onto the glass is quite easy (in the movie on the campaign website, they don’t look enthusiastic at all). Luckily we have Denis Meyers to end with a high note. The “making of” movie shows the full story, from hand drawing the typos to folding the packaging. Indoctrinating us with Duvel logos all over!
© I Love Belgium
I LOVE BELGIUM
Parra
Eley Kishimoto
I LOVE BELGIUM
Denis Meyers
