Duvel Mastery Retail Sampling Campaign

DESIGN · MARKETING STRATEGY · ILLUSTRATION

Duvel Moortgat produces one of the world’s most iconic Belgian beers: Duvel Golden Ale. To showcase its reputation as a master of the brewing arts, Duvel developed the “Mastery” campaign, and redesigned its labels to feature handcrafted woodcut imagery. I designed marketing materials for Duvel Mastery’s in-store retail sampling campaign, which encourages consumers to pair Duvel beer with high-end cheeses and charcuterie. Posters, postcards, and retailer guidelines feature my own hand-drawn food illustrations.