Briefing
The Chouffe Brewery asked the agency Air to help with a full rebranding and a new brand positioning. It was a big challenge for this iconic brand, known as a true love brand. The goal was to modernize its image and attract a younger audience, without losing its loyal customers. It was a bold move, with the brand choosing to evolve while staying true to its original spirit.
My Role
I worked as the lead designer on this large project. I was responsible for the consistency and quality of all graphic design work, from labels to packaging, and I also supervised the design of other brand materials.
My job included reviewing and improving layouts for each product, helping to define Marcel’s pose and placement in each visual (while following the rules of the Evin law), making decisions about naming placements, color choices, and the overall clarity of the designs.
My job included reviewing and improving layouts for each product, helping to define Marcel’s pose and placement in each visual (while following the rules of the Evin law), making decisions about naming placements, color choices, and the overall clarity of the designs.
The project lasted for almost a year. I worked closely with the creative director, strategy director, project manager, illustrator and client. My role was important in turning the brand’s strategic goals into clear visual design, balancing both business and emotional aspects.
The Idea
Get out and embrace everyday adventures together.
Today, people often think adventure means extreme sports or travelling far. But we wanted to change that idea. Adventure can be simple, close to home, and for everyone. It starts when you step outside your comfort zone — mentally, physically, or culturally.
Today, people often think adventure means extreme sports or travelling far. But we wanted to change that idea. Adventure can be simple, close to home, and for everyone. It starts when you step outside your comfort zone — mentally, physically, or culturally.
In the design, it was clear to us that Marcel had to stay at the heart of the brand. He is an iconic figure, easy to recognize even without the brand name. This was especially important because of the rules from the Evin law. Keeping Marcel visible while creating a fresh visual style was one of the biggest challenges of the project.
Client : Duvel Moortgat // Agency : Air Brussels // Creative director : Edouard Coune // Design Lead : Aurélie Prestigiacomo // Designer : Christophe Liekens, Boris Delire // Illustrateur : Bram de Baere // Account : Margaux Doucet // Strategic Planner : Michelle Defooz
