Grolsch Redesign

by Tiana Spellman on 02/24/2012 | 2 Minute Read

Today Grolsch and CARTILS will reveal the new graphic design for all bottles, cans and other packaging for the iconic Grolsch brand.

SABMiller teamed up with CARTILS, the well-known international branding and packaging design consultancy, in order to give the brand a more prominent look and feel. The primary focus was on the creation of a consistent worldwide visual identity, which emphasises the brand values as well as increasing the standout factor.The most important solution was found in the development of the reinforced image carrier, the ‘Grolsch brand badge’. Gaston van de Laar, Group Director Client Services at CARTILS explains: “After winning the pitch we translated the brand strategy into a coherent design strategy, resulting in creative solutions that serve a strong international brand. The new image carrier reinforces the Grolsch brand values. It provides a more fresh, robust and dynamic look.” “And above all”, Ronald van Amerongen, Global Brand Director Grolsch continues, “Grolsch has a rich heritage and we believe the new packaging shows off the brand’s story of quality, attention to detail and pride in standing out from the crowd. In addition, we want to revitalise Grolsch to increase stand-out on the beer shelf.”


The ‘brand badge’, with the rejuvenated logo, embodies the values the iconic Grolsch brand stands for: independence, craftsmanship, authenticity and a premium feel. But more importantly, it shows a brand world that revolves around beer with character. To emphasise this world, the packaging consistently uses a vivid green background, in which the characteristic ‘G’ prominently stands out. 

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