Established in 1128, Grimbergen Abbey produces a living beer with an inimitable character. With its authentic, contrasting, unique and complex aromas... In 2022, Grimbergen Abbey wishes to preserve its heritage while embodying a new brand promise: "Ignite enriching experience". Its identity must therefore evolve, and its range architecture be reworked for greater consistency. After 2 years of work, we signed the 360° redesign of the Grimbergen brand for all its markets: from Belgium to China. This is how the new brand identity was born, more modern, more powerful and coherent, as a result of a three-way collaboration between the agency, the Fathers and the Carlsberg teams in charge of the brand.

For this new brand design, we reworked the brand's typography, its baseline, its packaging and its look&feel. This creation expresses the best of the character, values and ambitions of a unique abbey beer. The font of the Grimbergen name is bolder, more contemporary, combining simplicity and rigorous detail with clean white lettering. The baseline "Abbey founded in 1128" and its Belgian translation, confirm the authenticity of the brand. The new look&feel associated with the Phoenix, the brand's icon, is nourished by the culture of craftsmanship. Fine line engravings, stylisation of shapes, timeless layout, gold and relief work contribute to the contemporary, powerful and qualitative tone of Grimbergen.

The new project revitalizes a whole universe of products in line with the expectations of today's consumers, through the use of overprinted typography, stamps, a highly developed language of pictograms illustrating the specificities of each variety and organoleptic mentions.

The challenge was to preserve the abbey's heritage, while embodying the new brand promise through a strong new identity, translated onto new packaging. To embody the new brand promise, we have restructured Grimbergen's range architecture around three strong pillars, each representing a unique beer range.

1. « EXPAND YOUR WOLRD » : to offer familiar beers that are accessible, offering richness and taste satisfaction to the greatest number of people.

2. « EXCITE YOUR TASTE BUDS » : to go further in the exploration of the senses. To offer new sensations by creating more vibrant beers on the market, while remaining accessible to consumers.

3. « CHALLENGE YOUR PALATE » : creation of a microbrewery for which we designed the graphic identity and the packs. This range of beers is aimed at real pioneers, consumers looking for experimentation and a more complex taste.

Work on the roll-out of this new identity started in summer 2021 and is still ongoing worldwide. The entire territory will be implemented in 2023.