A simple brief to raise awareness of Grolsch for a younger generation. Grolsch had long been associated with popular culture. We decided to use this as the basis for our campaign, concentrating on links to music, film and food.
I concepted the design and then chose 'I love dust' to illustrate it. I then oversaw the whole project, creating new packaging, barware and glassware, including three iconic and very stealable glasses. Each of these glasses showed how Grolsch was linked to a different area of culture. The glasses became very desirable objects and were talked about all over social media. The new bar fount had an illustration of Grosch's history and it made a brilliant talking point, which bar staff used to entice customers into buying a pint.