Grolsch had lost its iconic status and was being overlooked by the younger generation, attracted by eye-catching new craft beers. Tasked with reviving the brand’s essence of originality and unconventional thinking, we decided to raise awareness of the unique history of Grolsch and highlight its links to music, film and food.
I concepted the creative with the ECD and worked with ‘I Love Dust’ to bring it to life. I then oversaw the whole project, creating new packaging, barware and three iconic glasses.
These glasses became very desirable objects, and ways in which to steal them from under the watch of bar staff became a hot topic on social media.
The new bar fount had a bespoke illustration showing Grolsch's history. This became a brilliant talking point for bar staff to entice customers into buying a pint.
Role: Ideation, Design & Direction