Grolsch - Making It Real

We created the new international packaging and visual identity for Grolsch, the famous Dutch beer brand.

In 2024, Grolsch retired the swing-top bottle in international markets for sustainability reasons. Our new strategy was to make the Grolsch wordmark famous and promote it as the lead distinctive brand asset for the brand.

The wordmark was re-crafted and turned green (just like in the Netherlands) then supporting heritage icons were created as a tribute to the role the swing-top had played in the brand’s rich history. This 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.

We captured the complete new brand world within a comprehensive guidelines, 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.