New international packaging and visual brand identity for Grolsch
In 2024, Grolsch retired the swing-top bottle in international markets due to sustainability reasons. Our new creative strategy was to make the Grolsch wordmark famous and promote it as the lead distinctive brand asset for the brand.
We re-crafted the wordmark, and made it green (just like in the Netherlands). Then we created supporting heritage icons as a tribute to the role the swing-top has played in the brand’s rich history.
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.
Packaging | Brand world | Tone of voice
Comprehensive guidelines capture the complete new brand world, including print and digital comms templates, on-trade and off trade, photography and tone of voice. All designed to connect more people with the authentic real taste and unique Dutch heritage of Grolsch.
“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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