Grimbergen 1128 Packaging Design

Owned by the Carlsberg Group,

Grimbergen is a Belgian monastic beer

brand named for the Norbertine monastery

from which the beers originated. While

today most Grimbergen beers are brewed

in commercial breweries, in 2024 a new

microbrewery was opened at Grimbergen

Abbey, returning internal brewing

capabilities after over 200 years.



Our task was to create a premium craft

brand for the new Abbey range, which is

brewed by the monks themselves.

These beers enter a highly congested

category, competing both with Belgian

beers and craft beers, so they needed

to stand out.



The challenge was to ensure clear

differentiation from the core Grimbergen

brand, whilst still building brand equity

and creating a halo effect for the broader

portfolio. It needed to be both recognisably

Grimbergen, yet sufficiently premium and

modern to encourage consumers to trade

up and pay more.



A thorough audit of semiotics of

both the craft and Belgian beer categories

allowed us to leverage them creatively,

steer clear of clichés and create a new

brand sure to gather a loyal congregation

of fans. Our creative platform ‘The Legacy

of Brewing’ connected nearly 900 years

of history to an evolving and increasingly

discerning beer enthusiast.



Taking the Abbey’s founding year, 1128,

as the name is simple and impactful.

Inspired by the dated stonework at the

Abbey, this name is modern yet alludes

to history and provenance.



Building a premium brand requires

refined design. The bottle shape is rooted

in the semiotics of the wine category.

With consumers increasingly moving from

wine to beer in sharing moments, this guides

the transition.



The textured parchment paper of the label

cues the legacy of the brand. The elegant

arched shape is reminiscent of the cloisters

of the Abbey itself. Every bottle is detailed

with gold foil and the signature of the

Master Brewer, imbuing the product with

a sense of small-batch quality and care.



Our updated phoenix logo is a more

refined version of the standard Grimbergen

phoenix logo, casting a golden glow on the

overall brand.