When I was asked to rework Kasteel Donker's label and packaging materials, I returned to the origins. Not just to the first beer in the Kasteel range, but to the story that underpins the whole brewery. Everything started with the Donker. The original. The OG.
Kasteel Donker's target audience consists of seasoned beer lovers: people with a past, a taste shaped by experience. They are the Godfathers among beer drinkers. The new slogan, ‘The Godfather of Quadrupels’, also arose from that thought. I wanted to capture that concept visually in a design that feels robust, timeless and layered.
The pattern on the label is reminiscent of annual rings in wood. They symbolise a rich history, accumulated experience and the steady growth of Kasteel Donker into a permanent fixture. The solid core represents the solid foundation on which the brand is built.
On closer inspection, you recognise the outline of a fingerprint, a subtle reference to the unique DNA of this beer: a distinct character with an unmistakable identity, just like the brewery itself.
The revamped visual identity reinforces Kasteel Donker's brand positioning within Vanhonsebrouck's range. The design exudes authenticity and confidence without being corny.
Thanks to the recognisable and meaningful style, the product stands out on the shelf and perfectly matches the emotional bond loyal Kasteel drinkers have built with the beer.
Photos: Videofy
