Tapping translation for a hip product reveal

Strategy, Branding, Copywriting, Art Direction, Design, Illustration, Marketing Materials, Packaging


Belgian brewery Duvel asked Design Ranch to spearhead the U.S. launch of its flagship beer, Belgian Golden Ale. The brewery needed to reposition its established international brand to resonate with American consumers. It tasked Design Ranch with developing a comprehensive branding and marketing campaign to support Duvel’s launch at Los Angeles Restaurant Week. The campaign needed to reframe the perception of Duvel’s beer to appeal to American tastes while retaining the beer’s Belgian origins as a unique value proposition. Duvel aimed to leverage the renowned restaurant event to catalyze its emergence as a player in the U.S. beer scene.


Design Ranch developed an immersive branding and marketing campaign centered on the Flemish translation of “Duvel” as “devil.” We adopted “Drink Duvelishly” as the provocative calling card for a “Dine with Duvel” restaurant promotion. Our contemporary designs and bold style were showcased across branding and packaging, elevating the Duvel drinking experience. Complementing this, our targeted digital and social strategy built excitement and intrigue among restaurateurs, bar owners, and beer influencers—tactics like high-impact display ads and social stories aligned with Duvel’s modern, sophisticated, yet approachable brand image. During this high-profile Restaurant Week event, the integrated “Dine with Duvel” strategy memorably introduced Duvel’s products while positioning the emerging brand as a compelling new entrant in the U.S. beer category. The campaign personality remained edgy and deeply memorable, reflecting our strategic reimagining of Duvel for American audiences.