New labels to better reflect our personality

“Changing the labels”: behind those few words lies a project we’ve been working on in-house for several months. With this rebranding, we want to tell our story even better.

We wanted to change our labels so that they better reflect the Brasserie Dupont’s identity. The aim is to make the brewery more immediately recognisable and to express its artisan roots more clearly.

Olivier Dedeycker, brewing engineer and director of Brasserie Dupont.

For four generations, the Brasserie Dupont has been brewing beers that are packed with character, recognised throughout Belgium and abroad. But over the years, the range has expanded, markets have opened up and the way people discover new products has changed.

This new visual identity is designed to create greater consistency across the range, boost the beers’ presence on shelves and behind the bar and reinforce what sets Dupont apart: the fact that it is an independent family brewery rooted in traditional craftsmanship while looking firmly towards the future.

Start with the flagship line

The Saison line holds a special place in the history of Brasserie Dupont. Today, it includes four beers: Saison Dupont, Saison Bio, Saison Légère, and Saison Dry Hop.

Saison is part of our history, our culinary identity, and our reputation, both in Belgium and abroad. It is a beer with character—dry, refreshing, and distinctly bitter—with fruity, floral, and slightly spicy notes. A beer that has been enjoyed for generations and continues to be a part of many shared moments.

Saison currently accounts for 66% of Dupont’s sales across all markets. This is therefore a strategic priority: to make the brand more recognizable, more consistent, and stronger, both in Belgium and internationally.

A Belgian style deeply rooted in our region

Saison is a traditional Belgian beer style that originated on farms in Wallonia, primarily in Hainaut. It was originally brewed to quench the thirst of seasonal workers laboring in the fields.

A product line that has expanded, a market that has changed

Today, a beer can be discovered on store shelves, at a wine and liquor store, at a bar, in the hospitality industry, through exports, or even through a post on social media. The label is often the first point of contact between a beer and the person discovering it.

It therefore became important to make our beers easier to understand, to better organize our product lines, and to make our identity more instantly recognizable.

A clearer range, without changing anything about the beer

This rebranding helps to better connect the beers in the Saison lineup, while allowing each variety to retain its own distinct character.

The goal is not to standardize everything. It is to create a brand identity that is more recognizable, more consistent, and stronger—one that better conveys our expertise and our history.

In the glass, there’s no difference: even though the visual identity is changing, the beer itself remains exactly the same!

A first step toward a broader evolution

The Saison line marks the beginning of a broader effort to develop the visual identity of Brasserie Dupont’s beers. The other lines will follow gradually, with the same goal: to enhance the consistency of our beers while respecting their history and uniqueness.

The new labels will be introduced gradually, as products are manufactured and shipped. During this transition period, both the old and new labels may be in use at the same time.

After several months of work, these new labels are now in your hands. We hope they will continue to accompany those simple, precious moments enjoyed with a Saison Dupont for many years to come.