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.