Grolsch wanted to update its packaging with a simplified design which conveys the brand’s heritage, whilst resonating with the way modern Grolsch drinkers view the world.
A group of creative professionals and designers were hosted at a dedicated space called ‘The Grolsch Greenhouse’ for a series of ‘co-creation sessions’.
The resulting design reflects a merging of the lager’s iconic Swingtop bottle with Grolsch’s unique two-hop recipe which combine to form an integral part of the new look.
Ali Pickering, brand director portfolio at Molson Coors UK, said: “Grolsch has a 400-year tradition of doing things a little differently, so it’s no surprise our approach to the new packaging has been unconventional as well. In a category usually not known for radical thinking, the result is a fresh, modern expression of the Grolsch heritage and further evidence that our brand is indeed ‘Unconventional by Tradition since 1615’. The end result is a refreshed new design which we feel speaks to our audience, namely because it was developed with them.”