1128 by Grimbergen: Heavenly Brews on Earth

A glass of Grimbergen beer with foam on top, next to a bottle labeled '1128 Grimbergen Brut Bier,' both casting shadows on a light surface.

Crafting a distinctive premium variant while building core brand equity

Grimbergen Abbey is 896 years old, but its new state-of-the-art microbrewery is very much of today. Our task was to create the visual identity and packaging for a premium 'Abbey Brews' range that stands apart from the core Grimbergen brand while still building its equity.

We immersed ourselves in the abbey, talking to the monks and very happily tasting a few brews. A semiotics study of Belgian and craft beer helped us steer clear of cliché and led us to our platform, ‘Legacy of Brewing’, connecting 896 years of history to today’s discerning beer lover.

Two men with glasses drinking beer from tulip-shaped glasses outdoors, one in a white robe and the other in a black Grimbergen Crew polo shirt, with a blurred building and trees in the background.

Three dark glass bottles of Grimbergen 1128 beer varieties displayed side by side on a gray surface against a gray background, labeled Brut Rosé, Brut Bier, and Quadruple.

Interior corridor with arched ceiling featuring brick and stone patterns, lined with tall windows having wooden frames and stained glass, and a floor with black and white checkered tiles extending towards a wooden door at the end.

Label of a brut beer bottle showing details in Dutch and French including flavor notes of tangerine, orange, pear, and vanilla, alcohol volume 8%, bottle size 75cl, and a signature of the brewmaster.

Designing a beer worth paying more for

We took our inspiration from the Abbey's architecture and characters, and balanced the cues of the Grimbergen brand and of the Belgian and craft categories. Textured parchment nods to the brand’s legacy, and the elegant arch echoes the abbey’s cloisters. Gold foil adds luxury, and every bottle carries the master brewer’s signature for a small-batch feel.

The bottle form takes its shape from wine, guiding drinkers from towards beer at sharing moments where product quality and storytelling are at a premium. High-end beer that adds value and stands apart.

Outdoor advertisement on a brick wall featuring three Grimbergen beer bottles labeled Brut Rosé, Brut Bier, and Quadruple, next to a filled Grimbergen beer glass, with text in Dutch and French stating 'Brewed in the Abbey.'

Three Grimbergen 1128 beer taps on a metal dispenser in a bar, labeled Brut Bier, Quadruple, and Brut Rosé.

Man with glasses and beard wearing a Grimbergen crew shirt opening a stainless steel brewing tank lid in a brewery with wooden barrels stacked in the background.

Display stand with three bottles of Grimbergen 1128 beer varieties: Quadruple, Brut Bier, and Brut Rosé, set against a background with wine bottles on shelves, featuring a prominent golden phoenix emblem on the stand.

A phoenix rises from the ashes

The name does the heavy lifting. Taken from the abbey’s founding year, ‘1128 by Grimbergen’ is simple and punchy, and links the microbrewery to the abbey’s history without explanation.

A more refined phoenix logo casts a golden glow over the brand, which runs through a full suite of BTL assets, from tap handles and bar displays to gift packs. Launched in late 2024, 1128 is already gathering a loyal congregation.