1128 by Grimbergen: Heavenly brews on earth

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.

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.

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.