Themed sessions include debates, role-play and presentations, and are all recorded for analysis. Grolsch, partners and audience become contributors and curators with us, exploring timely cultural topics and developing brand ideas, expressions and activations together.

The output of the Greenhouse sessions is already feeding into brand initiatives that are more credible, authentic and interesting as a result of establishing an equal ownership amongst stakeholders.

The Greenhouse explored ways to improve ways Grolsch’s bottle and can packaging, multipack formats and iconography to create a progressive look that distinguishes Grolsch within its category, while building on its unconventional heritage.

This collaborative way of working includes Grolsch’s brand design, packaging and shopper marketing agencies as well. This approach has led to a new core brand idea and iconography, new brand key visuals, point of sale materials, and an updated image library for Grolsch to roll out worldwide.