New global packaging and brand world for Grolsch
In 2024, Grolsch retired the iconic swing-top bottle in international markets for sustainability reasons. It meant the brand world needed a new foundation. Our creative strategy was to make the Grolsch wordmark famous and promote it as the lead distinctive brand asset for the new global brand world.
The design system was rolled out across the entire international packaging range, differentiating Grolsch from competitors, creating more stand out on shelf, and premiumising the brand look and feel.
The brand world was captured in comprehensive guidelines designed to connect more people with the authentic real taste and unique Dutch heritage of Grolsch.
Packaging | Brand world | Distinctive brand assets | Tone of voice | Guardianship tools
That’s fascinating…
Our brand world is based around the Grolsch wordmark. The beer was first brewed in the Dutch town of Grolle in 1615 and Grolsch literally means ‘Of Grolle’.
“The Grolsch wordmark has always been a part of our brand, now it’s our lead DBA. The Purple team have helped us refine and premiumise it, alongside a brand world designed to make the wordmark famous and iconic through every communication touchpoint. Our ambition is to make Grolsch the most distinctive, premium Dutch beer brand in the world. Now we have the tools to make that ambition real.”
2.1 secs faster on-shelf findability (in the UK)
On-shelf brand recognition improved
Improved perception of Dutch provenance and character
Data from MetrixLabs research
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