Spéciale Belge
Making DIY and ROI meet
Our downstairs neighbours at PAKT were building a taproom. We built their brand in the same no-nonsense, can-do spirit, with a custom typeface made for duct tape and a sober tone of voice.
The story behind the work
What was the challenge?
Our downstairs neighbours at PAKT were shaping their taproom. Davy, Kobe, Bavo and Uwe, the quality-conscious quartet of Spéciale Belge, serve craft beers that are locally brewed in limited amounts. You can order a Duvel there if you like. Most people prefer to explore the wide variety of flavours developed by DIY brewers all over the country. The four founders built almost everything themselves, apart from the steel-frame mezzanine. We offered to build their brand in the same no-nonsense, can-do spirit, making DIY and ROI meet.
What choices did we make?
The DIY spirit of the founders guided the identity. We designed a custom typeface that can be applied in duct tape, so Davy and his friends can communicate and decorate the way they see fit. The framework is flexible, which leaves them free to explore and express. Spéciale Belge is about good beer and good company, as clear as that. So the tone of voice is sober too, no pun intended. The taproom is hip and happening, without the posing and pretending, and the brand reflects that.
What did we create?
We made a custom typeface for duct tape, a flexible framework for communication and decoration, and a sober tone of voice. The founders decide how and where to use it. The brand serves a taproom with 10-plus beers on tap and 50 bottled beers, changing every week. Guests get expert advice and a friendly chat. Don't expect heart-shaped figures in the foam of your beer. Today, we raise our glass to big, bold dreams.