GROLSCH HERFSTBIER 0.0
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Grolsch Herfstbier 0.0% is een donker speciaalbier. Door het unieke brouwproces is dit bier alcoholvrij en vol van smaak. Het bier heeft een diepe robijnrode kleur en een stevige mokka-kleurige schuimkraag. Geniet van tonen van karamel en rozijnen. 100% genieten, 0% alcohol.
Herfstbier 0.0 heeft een eigen gezicht gekregen in het Grolsch smaaklandschap. Een eigen karakter, zodat Herfstbier 0.0 genoeg afwijkt van de Grolsch Herfstbok. Voor deze opdracht hebben we diverse verpakkingen van de nieuwe uitstraling voorzien. Zin in een Herfstbier zonder alcohol? Grolsch Herfstbier 0.0 is verkrijgbaar bij verschillende supermarkten.
Creative director: Elroy Klee
Brand Manager: Juan Perez Nijhuis
Fotografie: Frans Dekker
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GROLSCH 0.0
Grolsch 0.0 was awarded with a golden European Beer Star in the category of alcohol-free bottom-fermented beer in the year 2018. Grolsch asked me to design the new look and feel for this alcohol free beer with it’s fresh taste. From 6-packs wraps and bottle masters to POS materials. All designed in a fresh and clean Grolsch style. Just like the beer itself.
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GROLSCH FRESH CRISPY IPA
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
KORNUIT ACTIVATION
Kornuit asked us to adjust an existing packaging for an activation. When purchasing a 6 pack bottles or cans, the consumer bought a piece of 1m2 forest. The forest visual was subtly woven into the existing hop branding. In addition, the sides of the packages were used to draw extra attention to the activation. The packaging remained unmistakably Kornuit and yet striking because of the forest visualization.
Concept: Fitzroy Amsterdam
Art: Elroy Klee
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GROLSCH PREMIUM PILSNER
Grolsch Premium Pilsner is brewed according to a more than 400-year-old tradition. For their full range of cans I was asked to design a new look. Keep the good and develop a new style that stands out in stores and super markets. Outcome is a modern, clean packaging with all the recognizable heritage marks. Cheers!
Concept and art direction: Elroy Klee Photography: Frans Dekker
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Joop! limited edition fragrance
Black King and Red King are two new limited editions of the popular Joop! Homme fragrance.
Joop! Homme is part of COTY. COTY, is an American beauty products manufacturer based in New York founded in Paris, France, by François Coty in 1904. Its main products are fragrances, color cosmetics and skin and body care products.
COTY asked Elroy Klee and Jeroen Nieuwhuis to create their international campaign for new limited editon fragrances based on the Kings and Queens concept. The campaign is launched worldwide.
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Flexa Kleurtester
For Flexa we developed an outro for a TV commercial in collaboration with Fitzroy Amsterdam. De 5 second outro showed all the different Kleurtester colours in a smooth and easy flow which results in a clear end with call to action.
Concept: Fitzroy Amsterdam
Art: Elroy Klee
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GROLSCH SUPPORTS FC TWENTE
Royal Grolsch asked me to work together with them on several Grolsch/FC Twente collaborations. With my experience on the FC Twente brand (I restyled the logo for the professional soccer club FC Twente in 2005) we saw great opportunities to combine the two biggest brands of the east of the Netherlands. On the right you see some examples of cans who were developed over the years.
Concept, design and art direction: Elroy Klee
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400 YEARS OF CHARACTER
The years 2015 marks the 400th year for beer brand Grolsch. 1615 – 2015 needed to be celebrated. With my long time partnership with Grolsch I was asked to design numerous of packaging designs.
Together with Grolsch we honored the people who’s personality definitely where important for the brand.
Theo de Groen, Peter Kuijper and Gerard Brummer all got an important place on the packaging. Together with Grolsch rich design history, all jubileum packagings got their well deserved designs.
Concept, design and art direction: Elroy Klee Photo: Jeroen Nieuwhuis
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CANEI – BAARSMA WINES
Canei is an elegantly sparkling, refreshing grape blend. Baarsma Wines asked me to design their Frizzanti range.
The silver labels are the base color of the range. The additional colors and illustration represents the craftsmanship based on natural ingredients, with quality you can taste!
Concept & Art direction: Elroy Klee Photo: Jeroen Nieuwhuis