This is the first full IPA Grolsch Premium Pilsner brewed. The IPA is made of Aloha hop and citrus and has a fresh crispy taste . To stand out in the growing IPA market and to attract the right audience we used an almost fluor orange as the main colour for the packaging. The graphics of the packaging have a slightly different approach as the rest of the Grolsch packaging family. What remains are the use of the brand mark device and heritage symbol. Cheers!

Concept and art direction: Elroy Klee      Photography: Jeroen Nieuwhuis