Brasserie Dubuisson has been crafting sumptuous beer creations since 1769 and it still an innovating force in the Belgian beer culture today. Cuvée des Trolls is the personification of the brewery’s fun-loving character, a silky-smooth, full-bodied blond beer that goes down swimmingly and doesn’t like to take itself too seriously.

The beer is outstanding and the design strategy definitely on-point, but the design itself needed work. Appearing somewhat dated and left in the shadows of other dynamic packaging identities, the Cuvée des Trolls brand was ripe for a make-over. With the ‘keep it simple stupid’ mantra ringing in our ears, we decided to identify the brands key assets and just make them a whole lot stronger. The unmissable x-factor in the brand was assuredly its troll brand mascot. Without a doubt he was and is the brands character, so what better way to set the ball rolling with a total refresh of his illustration style. Thanks to our partners at ‘La Fabrique d’images’, this dynamic activation of our mascot lives and breathes the brand.

Whilst modernizing the brand mascot we also refreshed the brand logotype to increase impact and readability and dropped the burst hole in favour of a golden yellow wave that further helps bind the packaging identity together. But it was the overall tone-of-voice that was the real driving force behind this design evolution. Cuvée des Trolls is a brand with a mischievous, cheeky character that defies the wooden, old-fashioned atmosphere around many traditional and conventional Belgian beers. With this, the brand dares to make a difference.

Now let’s get this party started!