Making it Real for Grolsch
Grolsch
Creating a brand world with real substance
In 2024, Grolsch retired the iconic swing-top bottle in international markets for sustainability reasons. It meant the global identity needed a new foundation across their packaging portfolio and wider brand world.
Our creative strategy was to make the Grolsch wordmark famous and promote it as the lead distinctive brand asset, honouring the Dutch brand’s past but creating something new and refreshing.
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.
Our design system was rolled out across the entire international packaging range (and comms), differentiating Grolsch from competitors, creating more stand out on shelf, and premiumising the brand look and feel. And ultimately connecting more people with the brand’s authentic real taste.
“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.”
