The creative strategy was to refine and premiumise the Grolsch brand world. Making the Grolsch wordmark credible and memorable enough to promote it through every communication touchpoint as the lead distinctive brand asset by recrafting it and making it green (just like in the Netherlands). The brand world was then built around this supported by a suit of heritage icons, including a tribute to the swing-top.

This new design system was rolled out across the entire international packaging range to differentiate Grolsch from competitors and create better on-shelf standout. 

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. Definitely a modern evolution for such an iconic Dutch brand.