In 2024, Grolsch retired the swing-top bottle in international markets due to sustainability reasons. The new creative strategy—to make the Grolsch wordmarque famous and become recognised as the distinctive brand asset for the brand.
The wordmarque has been refined and re-crafted, its colour changed from red to green (as in the Netherlands). Supporting heritage icons were created as a salute to the classic swing-top a tribute to the brand’s rich history.
The new BVI and packaging range has differentiated Grolsch from its competitors, premiumising the brand look and feel.
The guidelines present the new brand world, including VI guidance, on-trade and off trade, photography and tone of voice.
Role
Lead designer: wordmarque re-crafting, BVI concept and design, packaging and brand guidelines.
Lead designer: wordmarque re-crafting, BVI concept and design, packaging and brand guidelines.
Agency
Purple Creative, Farringdon, London.
Purple Creative, Farringdon, London.
