Grolsch: ImPackt

Grolsch get the green light for new visual makeover

Grolsch had developed a new visual brand identity, with the goal of challenging domestic and international premium brands. They also wanted to hero their iconic swing-top design across more formats. The team asked Express to analyze whether this new route could effectively communicate their brand positioning.



We used ImPackt to take the new pack designs to category consumers in Canada, a market with strong brand presence, and asked them to evaluate the new designs across a detailed series of metrics to see how they aligned with Grolsch’s goals.


This consumer evaluation reassured the Grolsch team that the new designs would be a positive overall change.

We identified the need for only minor optimization to further reinforce key brand credentials.

Grolsch redesign

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