How do you introduce a new product within a legendary portfolio without losing the soul of the brand? For Duvel 6.66 the challenge was twofold: creating a visual identity that felt fresh and bold for a younger audience while ensuring the execution remained consistent across diverse international markets.

I focused on developing a vibrant high impact campaign style that translated the heritage of Duvel into a contemporary visual language. To facilitate the global rollout spanning Belgium, the Netherlands, France, the UK and the US I created a comprehensive visual playbook.

This playbook acted as a strategic blueprint for local teams providing the tools to maintain brand coherence while allowing for regional relevance. By balancing creative edge with operational structure we ensured that Duvel 6.66 made a consistent and powerful impression worldwide solidifying its place as a modern classic.