Grans Design & Branding THE REBEL by Frank

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Industry Beers and Ciders
Media Design & Branding
Market Norway
Agency Frank
Creative Director Lee Cartmell, Erik Heisholt
Creative Anette Kirkeby
Released February 2012

Credits & Description

Category: i. Own Label and Private Label brands
Agency: FRANK.
Creative Director: Lee Cartmell (Frank)
Creative Director: Erik Heisholt (Frank)
Senior Creative: Kjetil Devig (Frank)
Creative: Anette Kirkeby (Frank)
Project Manager: Ingrid Evensen (Frank)
Account Manager: Oscar Michaelsen (Frank)
Media placement: Bottles & Cans - Supermarket - February 2012

Describe the brief from the client
Grans wanted a redesign for their brewery's profile and products, starting with their best seller Premium Pils.

Describe the challenges and key objectives
Build and strengthen the position: Grans the rebel.

Always fighting against the most industrial of the beer market, the back of the can tells the story of Grandfather Gran, and the struggles and hardship he experienced whilst building a brewery whose goal was to produce quality beer at low prices. Great beer for all!

Describe how you arrived at the final design
The new Grans logo was formed using an illustration of the old brewhouse that is still in use today, combined with typography we found on an old crate of Grans beer.

The can is testament to the rich Grans Family brewing adventure. The unusual copper colour takes it's inspiration from the brewery, making the can an extension of the brewing process. The patterned background tells of small snippets of Grans brewing history with a special focus on handcraft and quality, emphasised also by the use of matt printing inks for a tactile finish.

Give some indication of how successful the outcome was in the market
The new design is recently implemented. However, Grans reports that the supermarkets are very happy with the new design, and that they have orderer more beer than usual.