It’s New, it’s Fresh, it’s Duvel 6,66% An iconic brand like Duvel never stops innovating. So, thanks to evolving market trends and increasing pressure to diversify and attract new consumers to the brand, it was decided to introduce a new surprising member to the Duvel product portfolio.
With an ambition to deliver on the need for lower alcohol beer alternatives and to prove that Duvel has a slightly softer side, the 666 was born. Now only 6,66% alcohol instead of the regular 8,5%, this unique blend of 6 different hops delivered a smoothly subtle balance of expressive character and refreshing drinkability.
Our design challenge was whilst respecting and building on the iconic Duvel design assets, visualize impactful newness that expresses the 666 unique characteristics. Celebrating the brands rebellious side, it was decided to flip the white background from white to knock-out warm yellow and the Duvel ‘D’ from red to a crisp white. This in balance with the maintained Duvel red logotype, ensured a perfect balance between an unmissable first impression with the recognizable brand we know and love.
This noticeably more diverse, side-step for Duvel is tailor made for a boarder and younger target group and the products more easy-going character. Making this kind of brand stretch for a brand with the heritage Duvel has is never a straight-forward task but thankfully one with ground-breaking rewards.
666 good reasons to give it a try 😉 About the beer: This year Duvel Moortgat is celebrating its 150th anniversary. In honor of this occasion, the brewers have dedicated their unwavering passion and patience to creating a new and special Duvel. It had to be a Duvel that embodies the daring, youthful spirit and the devilish character of the team … A beer that offers the perfect balance between the rich Belgian brewing heritage and contemporary innovation … In short, a Duvel that is nothing less than pure temptation!
This Duvel is soft, expressive and deliciously drinkable. No fewer than six different hop varieties are used for Duvel 6.66%: the noble and exclusive hop varieties Saaz and Styrian Golding are the basis, just as with the classic Duvel, and are balanced, among other things by dry hopping, with four expertly selected hop varieties.
- Agency/Creative: Quatre Mains
- Article Title: Quatre Mains Creates 666 Good Reasons for Duvel
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: Belgium
- Market Region: Multiple Regions
- Project Deliverables: Brand Architecture, Brand Refinement, Identity System, Packaging Design
- Format: Bottle, Case
- Substrate: Glass, Pulp Carton