Brasserie dupont
A fresh new brand image for the brewery
“Changing the labels”: behind those few words lies a project we have been working on in-house for several months.
We’ve spent a long time talking about it, rethinking our visual codes, revisiting our history, reviewing our range and searching for the right way to develop our identity while preserving the spirit of the Brasserie Dupont.
Now this work is starting to take shape in front of your eyes, with the new labels for the Saison Dupont, Saison Bio and Saison Légère.
A fresh new visual identity designed to better express the character of our family brewery, while leaving the basics untouched: the recipes, the craftsmanship and the taste.
While the look might be changing, the beer itself remains exactly the same!
Why change the Brasserie Dupont’s labels?
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.
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.
explains Olivier Dedeycker, engineer-brewer and director of the Brasserie Dupont.
Why start with the Saison range?
The Saison is right at the core of the Brasserie Dupont’s history.
This style of traditional Belgian beer originated in the farms of Wallonia, particularly in the province of Hainaut. Historically, this beer would quench the thirst of the seasonal workers labouring in the fields.
Today, the Saison Dupont is regarded as one of the world’s leading examples of this style of beer. It embodies a key part of our brewing identity: a dry, refreshing beer with a pronounced bitterness and delicate fruity, floral and lightly spiced notes.
Overall, the Saison range accounts for 66% of sales. In order to support growth and boost business, we are sharpening the brewery’s positioning and honing our communications strategy.
With this change of packaging, we are keen to bring greater consistency to the Saison range
explains Olivier Dedeycker, engineer-brewer and director of the Brasserie Dupont.
The Saison is right at the core of the Brasserie Dupont’s history.
This style of traditional Belgian beer originated in the farms of Wallonia, particularly in the province of Hainaut. Historically, this beer would quench the thirst of the seasonal workers labouring in the fields.
Today, the Saison Dupont is regarded as one of the world’s leading examples of this style of beer. It embodies a key part of our brewing identity: a dry, refreshing beer with a pronounced bitterness and delicate fruity, floral and lightly spiced notes.
New labels in the Seasonal line
Old labels in the Seasonal line
The traditional Saison Dupont label inspires the range
Back to the 1950s. Already featured on the Brasserie Dupont’s traditional label, the white and yellow squares have been brought back for our three Saison beers.
The Saison Dupont rediscovers the yellow from its traditional label, with a more modern twist.
The checkerboard pattern, the symbol of the Saison line, appears on every label.
A meaningful nod to the past.
The feel of the paper, with its fine details and natural irregularities, evokes craftsmanship, time and authenticity. It reflects the meticulous brewing expertise behind every beer, passed down from one generation to the next.
The diagonal line is inspired by the Brasserie Dupont’s crest. It becomes a strong visual marker, instantly recognisable, bringing structure to the label and creating a visual link between the different beers in the range.
We have moved away from a Gothic typeface in favour of cleaner, more elegant lettering. A new typeface designed to bring greater impact, clarity and elegance.
We thoroughly enjoyed the challenge of rebranding the Brasserie Dupont’s Saison range.
Because the Saison Dupont isn’t like other beers. It is a beer with soul, a rich history, an intrinsically Belgian identity and a personality that has been shaped over time.
From the outset, our intention was never to introduce a fashionable redesign, disconnected from the brewery’s history. On the contrary. We delved into the Dupont archives and came across the old labels from the 1950s, which already featured these chequered motifs, that iconic yellow and the brewery’s distinctive graphic simplicity.
Using this heritage as our foundations, we built the range’s new visual landscape: taking inspiration from the vintage to create something contemporary.
A contemporary identity designed to stand the test of time.
A design that captures the tradition, authenticity and contemporary energy of this unique brewery, deeply rooted in its region and its craftsmanship.
The typeface also plays a key role in this new identity. With its vintage yet timeless character, it immediately evokes simplicity, enjoyment, flavour and that subtle distinction which makes Saison Dupont stand out among other beers of its kind.
Above all, this project was a deeply rewarding creative and human partnership. Working with such an iconic Belgian brand that remains loyal to its roots while looking ahead to the future has been a huge pleasure for the whole Studio Fiftyfifty team.
Aurélie Coene, Co-owner of Studio Fiftyfifty.
A gradual roll-out
The new labels will gradually start to appear on bottles for future deliveries.
During the transition period, both the old and new labels may appear side by side in shops, independent merchants, hospitality venues and export markets. This is part of the natural roll-out.
But behind every bottle, whatever the label, one thing hasn’t changed: the pleasure of sharing and enjoying a lovely Saison with friends!
