October 2011 - Version 1

TABLE OF CONTENTS

I Introduction
IV Packaging
Purpose of this Brand Identity Guideline p3 Execution examples p 24
Brand Vision p4
Design Principles p5 V ATL
Brandworld Overview p6 Execution examples p 26

II Approach VI BTL
Branding Architecture p7 Execution examples p 32
Principles for building Grimbergen executions p8
VII Ready-to-use production files
III Elements Packaging - list of elements p 36
Logo (Main, activation and alternative logos) p9
Phœnix p 14 VIII CONTACTS p 37
Colors p 15
Backgrounds p 16
Typography p 19
Manifesto - Content p 20
Manifesto - Layout p 21
Shapes p 22
Headlines p 23

2
INTRODUCTION | What is the purpose of this Brand Identity Guideline?

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles
The Grimbergen Brand Identity Guideline includes multiple brand execution and touch points —
III Elements
Logo (Main and
from core elements, to packaging, to point-of-sale and other marketing communications.
alternative logos)
Phœnix
It includes the brand’s style, its look and feel, and its brand language.
Colors
Backgrounds
Typography
Manifesto - Content
This Brand Identity enables Grimbergen to:
Manifesto - Layout
Shapes
1) Build equity in the brand and protect it from dilution
Headlines
2) Provide more consistency and more effective communications around the world
IV PACKAGING
Execution examples
3) Increase productivity by saving time and money through longer-lasting materials
V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 3

INTRODUCTION | Brand Vision

Brand vision Brand role in the Carlsberg Commercial ambition

Be the brand that initiate to new beer Group portfolio Become a 1.0 million HL leading
experience and educate to more Be the international superpremium player in Specialties by 2015
TABLE OF CONTENTS complex tastes specialty proposition in the Carlsberg
I Introduction Group portfolio. Within Cornerstone:
What is the purpose of Expert's Country Craft Beers & wheat
this Brand Identity
Guideline? beer refreshment.
Brand Vision BRAND IDEA The beer of legend
Design Principles
Brandworld Overview
Strong, affirmative and self confident
II Approach PERSONALITY Authentic and contemporary
Branding Architecture
Principles A story teller

III Elements Points of difference Points of parity

Logo (Main and A unique recipe that teases your senses The authenticity of a real abbey beer
alternative logos) BENEFITS
Phœnix Its icon, brand history and universe that fuel
Colors your imagination and allows to escape
Backgrounds
Typography
Manifesto - Content • Its preferred recipe with the right balance between complexity, intensity and crispness
Manifesto - Layout REASONS TO BELIEVE
• The legend of Grimbergen Abbey that has been destroyed and rebuilt, symbol of resilience and regeneration
Shapes
Headlines
Our target fels that there is a lot of pressure in their everyday life and lots of challenges they’re faced with:
IV PACKAGING CONSUMER INSIGHT need to be successful in many domains, time pressure, complex society… They wish to escape from this
Execution examples
pressure on a daily base and in a way that suits their taste for quality, authenticity and creativity
V ATL
Execution examples Core Positioning Target CONSUMPTION TARGET
A unique recipe that teases your senses In France & Belgium, 25-35 y.o. men, high
VI BTL TARGET GROUP
Execution examples Its icon, brand history and universe that fuel income, connoisseurs and / or willing
your imagination to becoming one
VII Ready-to-use
production files
Packaging - list of • Authentic character
NEEDSTATE
elements • Self expression
VIII CONTACTS
• Loosen up

October 2011 - Version 1

COMPETITIVE LANDSCAPE • Leffe as the leader of abbey beers & Hoegaarden as the leader of wheat beers 4
• Main specialty brands (eg Guinness, Duvel…)
INTRODUCTION | Design Principles

TABLE OF CONTENTS
Renewal with respect for legacy and premiumness
I Introduction
What is the purpose of Renewal of authentic and enduring elements through ongoing simplification and
this Brand Identity
Guideline? refinement - like the symbol of Grimbergen the phœnix that rises revived from the
Brand Vision ashes.
Design Principles
Brandworld Overview

II Approach
Branding Architecture Authentic character
Principles
The distinctive and inspiring history of the Grimbergen Abbey is reflected in the
III Elements
Logo (Main and Grimbergen beers which are known as precious beverages with inimitable character.
alternative logos)
Phœnix
Colors
Backgrounds Complex yet refreshing
Typography
Manifesto - Content Dreamlike, epic and magical universe. A range of beers with complex flavors that
Manifesto - Layout
Shapes refreshes the spirit of connoisseurs.
Headlines

IV PACKAGING
Execution examples Strong intense color palette
V ATL
Execution examples
Brown is premium and supplies the feeling of wholesomeness and stability, this
mixed with the appropriate amount of yellow which represents the vitality of phœnix
VI BTL
Execution examples coming alive makes for the perfect Grimbergen color palette.
VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 5

INTRODUCTION | Brandworld Overview

Core Elements TEXT/HEADLINES ATL EXECUTIONS POS ELEMENTS PACKAGING EXE

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles A MOMENT TO LIVE AGAIN

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 6

APPROACH | Branding Architecture

ATL BTL PACK

Stained glass
TABLE OF CONTENTS logo
I Introduction
What is the purpose of
this Brand Identity ATL logo

LOGO
Guideline?
Brand Vision
Design Principles ATL logo
Brandworld Overview w/ effects

II Approach
Branding Architecture
Principles
Dark market element

III Elements BACKGROUND

Logo (Main and
Gradient background
alternative logos)
Phœnix
Colors Key visual background
Backgrounds
Typography
Stencil phœnix background
Manifesto - Content
Manifesto - Layout
Shapes
Key visual
Headlines

IV PACKAGING
Execution examples
Stencil phœnix
ELEMENTS

V ATL
Execution examples

VI BTL Packshot
Execution examples

VII Ready-to-use Manifesto

production files
Packaging - list of
Tagline
TEXT

elements

VIII CONTACTS MARY JANE ANTIQUE

CHARLEMAGNE STD
October 2011 - Version 1 7
APPROACH | Principles for building Grimbergen executions

ENDORSED OWNED
TABLE OF CONTENTS MATERIEL MATERIAL
I Introduction
What is the purpose of Polo shirt COASTER PROMO FLYER POS DISPLAY VERTICAL ATL POSTER
this Brand Identity
Guideline?
Brand Vision phœnix logo
Design Principles phœnix logo phœnix logo phœnix logo ATL LOGO
phœnix logo
Brandworld Overview Alibi logo ATL LOGO ATL LOGO ATL w/ EFFECTS
II Approach
Branding Architecture
Principles Ultra short Short manifesto Short manifesto LONG manifesto LONG manifesto
manifesto bodycopy bodycopy bodycopy bodycopy
III Elements
Logo (Main and
alternative logos)
Phœnix HEADLINE HEADLINE HEADLINE HEADLINE
Colors a moment to a moment to a moment to a moment to
Backgrounds
live again live again live again live again
Typography
Manifesto - Content
Manifesto - Layout
Shapes BASIc generic
branded branded
Headlines promotional
call to action call to action
offer
IV PACKAGING
Execution examples
brown background brown gradient bg Stencil phœnix background & ATL backgrounds
V ATL
Execution examples permanent permanent product led ON- ON-TRADE & OFF- advertising
VI BTL branding branding TRADE & OFF-TRADE TRADE image website
Execution examples corporate & sponsoring commercial building promotion
internal presence leaflet web banner
VII Ready-to-use
production files communication basic advertising flyers & leaflets
Packaging - list of Event endorsment in banner format
elements

VIII CONTACTS

October 2011 - Version 1 8

ELEMENTS | Logo - Main logo

The Stained Glass Logo

The Stained glass logo is reworked and
based strictly on the heritage from the
original Grimbergen logo.
TABLE OF CONTENTS

I Introduction To be used on packaging and some BTL

What is the purpose of materials.
this Brand Identity
Guideline? Not to be used on its own on ATL
Brand Vision
Design Principles executions.
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files It’s composed of the stained
Packaging - list of
elements
glass, the phœnix, the These elements should
Grimbergen scroll, the 1128 not be used seperately.
VIII CONTACTS frame, the motto and the
tagline.
October 2011 - Version 1 9
ELEMENTS | Logo - Main logo

STAINED GLASS LOGO SECURITY AREA MONOCHROME STAINED GLASS LOGO

The external part of the scroll is used to measure the The brown monochrome logo is only used in stationery. On the other
security area. hand, on some BTLK items (shirts, etc.).

TABLE OF CONTENTS

I Introduction v A A A
What is the purpose of
this Brand Identity?
A A
Guideline
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines
A A
IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 10

ELEMENTS | Logo - Recipes logo

Each recipe has its own logo. They should be used for materials that refer to a single recipe.

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand identity
guideline
Brand Vision
Design Principles
Brandworld overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and alterna
tive logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V BTL and off trade

Execution examples

VI ATL
Manifesto
Execution examples

VI Ready-to-use pro-
duction files
BTL - list of elements
ATL - list of elements
Packaging - list of
elements

October 2011 - Version 1

ELEMENTS | Logo - ATL logo

LOCK UP
The lock up logo is used for both ATL and BTL executions. The lock-up logo will be prefered to horizontal executions (ie Bar Runner)

Do not use the lock up logo with the stained glass logo.
TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content Security area
Manifesto - Layout The external part between the cross and Grimbergen should be used to define the security area.
Shapes
Headlines
A A A A
IV PACKAGING
Execution examples
A A
V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements A A
A
VIII CONTACTS

October 2011 - Version 1 12

ELEMENTS | Logo - ATL logo local adaptation - Belgian example

The logo remains the same, but the tagline is added.

TABLE OF CONTENTS LOCK UP FR belgium LOCK UP NL belgium

The FR belgium version has «La Bière du Phénix» as a tagline. The NL belgium version has «Het Bier van de Feniks» as a
I Introduction tagline.
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography Security area Security area
Manifesto - Content
Manifesto - Layout
The same rule is applied as previously. The same rule is applied as previously.
Shapes
Headlines
A A A A A A A A

IV PACKAGING A A A A
Execution examples

V ATL
Execution examples

VI BTL
Execution examples
A A A A
VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 13

ELEMENTS | Logo - Alternative logos

Specific Logos
These logos are used only for specific cases.

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach Dark market element

Branding Architecture
Principles A Dark Market element have been created for use in
connection with local market executions.
III Elements
Logo (Main and
alternative logos) For legal issues
Phœnix Some countries, i.e. France, will not allow the use of the
Colors
Grimbergen logo a lock up on specific executions i.e.
Backgrounds
Typography consumer goodies, t-shirts, digital executions - banners,
Manifesto - Content etc.
Manifesto - Layout
Shapes
Surface expression size
Headlines
If the surface is too small, we use the alibi logo instead of
IV PACKAGING the lock up or stained glass logo.
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 14

ELEMENTS | Phœnix

STEncil phœnix
The stencil version of the phœnix is a stylized
version of the phœnix used in the stained glass
version of the logo.
TABLE OF CONTENTS The stencil phœnix should be systematically
I Introduction used in BTL when the stained logo version
What is the purpose of logo is not used.
this Brand Identity Its objective is to ensure we have in all our BTL
Guideline? applications a use of the phœnix.
Brand Vision
Design Principles
Brandworld Overview Note: the only use of the stencil phœnix in ATL
will be for a one page manifesto layout
II Approach (exclusive to press).
Branding Architecture
Principles

III Elements How to use the stencil phœnix properly?

Logo (Main and
alternative logos)
Phœnix When framing the background with the
Colors stencil, pleasure ensure the head and the
Backgrounds wings or part of the wings are visible.
Typography This framing principle is mandatory.
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 15

ELEMENTS | Colors

brand colors

Pantone solid coated

TABLE OF CONTENTS The darkest brown color is used for
C M Y K
all the backgrounds. pantone BLACK 4 C
I Introduction
What is the purpose of In some cases when there's a light
this Brand identity background, this brown is used as
guideline a main color for the elements. 50% 75% 90% 85%
Brand Vision
Design Principles
Brandworld overview

II Approach
Branding Architecture
Principles C M J N
This brown would be used for ele- pantone 476 C
III Elements ments on dark background and for
Logo (Main and alterna
the lighter color on gradient back-
tive logos) 34% 55% 68% 74%
Phœnix ground.
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes C M Y K
Headlines
pantone 600 C
This color is used for all the text
IV PACKAGING
elements.
Execution examples 0% 0% 25% 0%
V BTL and off trade
Execution examples

VI ATL
Manifesto examples
Execution
Execution examples The lighter brown is used as a C M Y K
VI Ready-to-use pro-
VI Ready-to-use
duction files pro- secondary color for details and is pantone 1265 C
duction
BTL - listfiles
of elements used on both dark and light back-
BTL -- list
ATL list of
of elements
elements grounds. 26% 64% 92% 23%
ATL - list of- elements
Packaging list of
Packaging - list of
elements
elements

October 2011 - Version 1 16

ELEMENTS | Colors

GRIMBERGEN DOUBLE colors

Pantone solid coated

TABLE OF CONTENTS
C M Y K
I Introduction
What is the purpose of The darkest brown color is used for
pantone BLACK 4 C
this Brand identity all the backgrounds.
guideline
Brand Vision 50% 75% 90% 85%
Design Principles
Brandworld overview

II Approach
Branding Architecture
Principles
C M J N
III Elements Shadow elements for the Double PANTONE 1815 C
Logo (Main and alterna
tive logos)
Phœnix 33% 91% 80% 41%
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes C M Y K
Headlines
Main color for the Double pantone 173 C
IV PACKAGING
Execution examples
0% 84% 100% 18%
V BTL and off trade
Execution examples

VI ATL
Manifesto
Execution examples C M Y K
VI Ready-to-use pro- Light elements for the Double pantone 137 C
duction files
BTL - list of elements
ATL - list of elements
0% 46% 95% 0%
Packaging - list of
elements

October 2011 - Version 1 17

ELEMENTS | Colors

GRIMBERGEN BLANCHE colors

Pantone solid coated

TABLE OF CONTENTS
C M Y K
I Introduction
What is the purpose of Darkest Blanche elements. pantone 426 C
this Brand identity
guideline 79% 71% 68% 79%
Brand Vision
Design Principles
Brandworld overview

II Approach
Branding Architecture
Principles C M J N

III Elements Dark elements for the Blanche PANTONE 302 C

Logo (Main and alterna
tive logos)
Phœnix
93% 67% 34% 21%
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines C M Y K

IV PACKAGING Main and light color for the Blanche pantone 537 C
Execution examples
29% 18% 6% 0%
V BTL and off trade
Execution examples

VI ATL
Manifesto
Execution examples

VI Ready-to-use pro-
duction files
BTL - list of elements
ATL - list of elements
Packaging - list of
elements

October 2011 - Version 1 18

ELEMENTS | Colors

GRIMBERGEN RESErve colors

Pantone solid coated

TABLE OF CONTENTS
C M Y K
I Introduction The darkest brown color is used for
What is the purpose of pantone 426 C
all the backgrounds.
this Brand identity
guideline 79% 71% 68% 79%
Brand Vision
Design Principles
Brandworld overview

II Approach
Branding Architecture
Principles C M J N

III Elements Dark elements for the Reserve PANTONE 269 C

Logo (Main and alterna
tive logos) 80% 91% 22% 14%
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes C M Y K
Headlines
Main color for the Reserve pantone 7455 C
IV PACKAGING
Execution examples
83% 74% 0% 0%
V BTL and off trade
Execution examples

VI ATL
Manifesto
Execution examples
C M Y K
VI Ready-to-use pro-
duction files Light color for the Reserve pantone 537 C
BTL - list of elements
ATL - list of elements 29% 18% 6% 0%
Packaging - list of
elements

October 2011 - Version 1 19

ELEMENTS | Colors

GRIMBERGEN ROUGE colors

Pantone solid coated

TABLE OF CONTENTS
C M Y K
I Introduction The darkest brown color is used for
What is the purpose of pantone BLACK 4 C
all the backgrounds.
this Brand identity
guideline 50% 75% 90% 85%
Brand Vision
Design Principles
Brandworld overview

II Approach
Branding Architecture
Principles C M J N

III Elements Shadow elements for the Rouge PANTONE 1815 C

Logo (Main and alterna
tive logos) 33% 91% 80% 41%
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes C M Y K
Headlines
Main color for the Rouge pantone 186 C
IV PACKAGING
Execution examples 13% 99% 83% 7%
V BTL and off trade
Execution examples

VI ATL
Manifesto
Execution examples C M Y K
VI Ready-to-use pro- Light elements for the Rouge pantone 158 C
duction files
BTL - list of elements
ATL - list of elements
6% 71% 100% 0%
Packaging - list of
elements

October 2011 - Version 1 20

ELEMENTS | Backgrounds

ATL BACKGROUND
These backgrounds are mainly used for ATL purpose, but they could also be used in some
cases as elements for other purposes.

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL Stained glass Grimoire background

Execution examples background
VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 21

ELEMENTS | Backgrounds

STENCIL PHœNIX BACKGROUND

The phœnix background is mainly used with the classic brown background. The other
colored backgrounds are used according to the different Grimbergen beers.

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand identity
guideline
Brand Vision
Design Principles
Brandworld overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and alterna
tive logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Classic/Blonde background Double background Blanche background Reserve background Rouge background
Headlines

IV PACKAGING
Execution examples

V BTL and off trade

Execution examples

VI ATL
Manifesto
Execution examples

VI Ready-to-use pro-
duction files
BTL - list of elements
ATL - list of elements
Packaging - list of
elements

October 2011 - Version 1 22

ELEMENTS | Backgrounds

STENCIL PHœNIX BACKGROUND FRAMING

For the stencil phœnix background, focus on the phœnix for any uses.

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 23

ELEMENTS | Typography

FONTS
Mary Jane Antique is used as main font for all the Grimbergen text.
Charlemagne Std is mainly used for the headlines.

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision Mary Jane Antique
Design Principles

ABCDEFGHIJKLMNOPQRSTUVWXYZ
Brandworld Overview

II Approach
Branding Architecture

abcdefghijklmnopqrstuvwxyz
Principles

III Elements

1234567890
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines
Charlemagne Std
IV PACKAGING
Execution examples

V ATL
Execution examples
ABCDEFGHIJKLMNOPQRSTUVWXYZ
VI BTL
Execution examples 1234567890
VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 24

ELEMENTS | Typography - Manifesto - Content

Manifesto
The manifesto possesses different versions used according to the size of the support.

TABLE OF CONTENTS

I Introduction Ultra-short Version

What is the purpose of With the phœnix as its symbol, Grimbergen Abbey rose up from the
this Brand Identity
Guideline? ashes century after century.
Brand Vision
Design Principles
Brandworld Overview

II Approach Short Version

Branding Architecture With the phœnix as its symbol, Grimbergen Abbey rose up from the
Principles
ashes century after century to offer a unique beer whose unexpected
III Elements flavours reveal themselves with each sip.
Logo (Main and
alternative logos)
Phœnix
Colors The bigger the surface, the bigger the
Backgrounds Long Version Manifesto will be. Some exceptions occur,
Typography like for the ultra-short manifesto used
The phœnix has marked civilizations throughout the ages. Persians,
Manifesto - Content as a graphic element for POS (around the
Manifesto - Layout Greeks, and Romans regarded it as a symbol of rebirth and serenity.
tray for example), or the bodycopy on most
Shapes For centuries, its mystical powers inspired men who longed for
Headlines elements that don’t have a manifesto on it.
freedom and sought to reinvent themselves.
IV PACKAGING
Execution examples Founded in 1128, Grimbergen Abbey was destroyed in a terrible fire in
1142, then again in 1566 and 1798. Every time it was destroyed, it was
V ATL
Execution examples rebuilt. The monks of Grimbergen took the phœnix as their symbol,
a sign of their abbey’s perpetual rebirth, and adopted a motto in its
VI BTL honour: Ardet nec consumitur, Burned but not destroyed.
Execution examples

VII Ready-to-use Their recipe for beer has also withstood the test of time, making it
production files a lively beverage with unmatched character.Authentic, unique, and
Packaging - list of
elements
complex with multiple aromas, the beer of the phœnix gives rise to
unexpected flavours that reveal themselves with each sip.
VIII CONTACTS

October 2011 - Version 1 25

ELEMENTS | Typography - Manifesto - Layout

Manifesto LAYOUT
The manifesto is mainly used with a centered justification in Mary Jane Antique
with a 8 lettering space.

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements
English version French version
VIII CONTACTS

October 2011 - Version 1 26

ELEMENTS | Shapes

SHAPES
Rectangular shapes (if possible with small rounded corners) are to be used as the preferred shape for Grimbergen elements.

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 27

ELEMENTS | Headlines

Headlines
The different headlines are always written in Charlemagne Std with 200 lettering space. Markets can translate the
brand signature to their local language - subject to global brand team approval.

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture Global version
Principles

III Elements
Logo (Main and
alternative logos) TASTE REBORN
Phœnix
Colors
Backgrounds
Typography French version
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
LE POUVOIR DE RENAîTRE
Execution examples

V ATL
Execution examples NL Belgium version
VI BTL

smaakt net zo rijk

Execution examples

VII Ready-to-use

als zijn geschiedenis

production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 28

PACKAGING | Execution examples

Primary packs
Examples of the current existing pack formats.

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples
Blonde 25cl Blanche 25cl Double 25cl Blonde 33cl Double 33cl
VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 29

PACKAGING | Execution examples

SECONDARY packs
Examples of the current existing pack formats.

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography Blonde (6x25) Blanche (6x25) Double (6x25)
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements
Blonde (12x25) Blonde (20x25)
VIII CONTACTS

October 2011 - Version 1 30

ATL | Execution examples

SPREAD version

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use L'AB US D'ALCOOL EST DAN G E R E UX POU R LA SANTé. à CONSOM M E R AVEC MODéRA-
production files
Packaging - list of
elements
For single page version, press execution always use the ATL vertical execution. You can use all
VIII CONTACTS 3 executions. For storytelling purposes please favor double page versions with the manifesto
always on the right page.
October 2011 - Version 1 31
ATL | Execution examples

SPREAD FORMAT LAYOUT EXAMPLES

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements L'AB US D'ALCOOL EST DAN G E R E UX POU R LA SANTé. à CONSOM M E R AVEC

Logo (Main and

alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL L'AB US D'ALCOOL EST DAN G E R E UX POU R LA SANTé. à CONSOM M E R AVEC MODé-
Execution examples L'AB US D'ALCOOL EST DAN G E R E UX POU R LA SANTé. à CONSOM M E R AVEC

VI BTL
Execution examples The visual should always be centered on the Parts of the manifesto should Alternate versions using parts of the
VII Ready-to-use left page on the phœnix. be centered on the right page. manifesto.
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 32

ATL | Execution examples

vertical atl

TABLE OF CONTENTS
The ATL campaign for Grimbergen will deliver 3
I Introduction versions of the campaign.
What is the purpose of
this Brand Identity
Guideline? Each ATL execution will highlight a specific part
Brand Vision of the Brand manifesto:
Design Principles
Brandworld Overview
- The legend of the phœnix
II Approach - The story of the Abbey
Branding Architecture - The legendary recipe of the Grimbergen beer
Principles

III Elements The ATL section is illustrated with the legend of

Logo (Main and the phœnix execution.
alternative logos)
Phœnix
Colors
Backgrounds Headline
Typography
Manifesto - Content
Manifesto - Layout
Shapes Background
Headlines

IV PACKAGING Phœnix + glass

Execution examples

V ATL
Execution examples Lock up with effect
VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 33

ATL | Execution examples

vertical atl construction

Middle
TABLE OF CONTENTS
The construction is always centered on the
I Introduction phœnix and the glass.
What is the purpose of
this Brand Identity
Guideline? The height of Grimbergen and Abdijbier - Bière
Brand Vision d'Abbaye is used to place the headline and the
Design Principles logo.
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files Used
Packaging - list of height
elements

VIII CONTACTS

October 2011 - Version 1 34

ATL | Execution examples

double-page spread construction

TABLE OF CONTENTS

I Introduction Middle Middle

What is the purpose of
this Brand Identity
Guideline? The left page features the phœnix and beer, the
Brand Vision right page features the headline, the manifesto
Design Principles and the ATL logo centered.
Brandworld Overview
The height of the ATL logo is used to place it.
II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography Middle
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL Used
Execution examples height

VI BTL
Execution examples
L'AB US D'ALCOOL EST DAN G E R E UX POU R LA SANTé. à CONSOM M E R AVEC MODé-
VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 35

ATL | Execution examples

vertical atl

TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use Stained glass background Grimoire background Abbey background

production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 36

BTL, POSM for ON and OFF-Trade | Execution examples

Execution examples
We've developed these elements for guidance and
inspiration, in order to establish the Grimbergen
TABLE OF CONTENTS brand in line with the identity.
I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 37

BTL, POSM for ON and OFF-Trade

ON-TRADE POSM

Offers
TABLE OF CONTENTS

I Introduction
What is the purpose of
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds Special offer Two glasses offer Meal offer
Typography
Manifesto - Content Ranges
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 Permanent Rouge Permanent Double Permanent Blanche 38

BTL, POSM for ON and OFF-Trade

ON-trade posM

TABLE OF CONTENTS
The promotional posters for Grimbergen feature
I Introduction the different recipes, and are always constructed
What is the purpose of
this Brand Identity the same way with the same elements:
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles
The claim
III Elements
Logo (Main and
alternative logos)
Phœnix
Phœnix background
Colors
Backgrounds
Typography The Grimbergen Glass + reflect
Manifesto - Content
Manifesto - Layout
Shapes
Headlines Scroll + promotion
IV PACKAGING
Execution examples
The Lock up
V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 39

BTL, POSM for ON and OFF-Trade

ON-TRADE POSM

TABLE OF CONTENTS
The space between the two lines of the lock up
I Introduction are used to place the claim and the lock up itself.
What is the purpose of
this Brand Identity
Guideline? The glass is aligned to the left of the lock up.
Brand Vision The claim is aligned on each side on the lock up.
Design Principles The promotion is aligned to the right of the lock
Brandworld Overview
up.
II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING Used
Execution examples
height
V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 40

READY-TO-USE PRODUCTION FILES | Packaging - List of elements

Packaging - List of elements

These are the different elements made for Packaging.

TABLE OF CONTENTS

I Introduction
Glasses Bottles PAcks
What is the purpose of
this Brand Identity - FR Glass Blonde 25 cl - FR Bottle Blonde 25 cl - FR Pack Blonde 6x25 cl
Guideline? - FR Glass Blonde 33 cl - FR Bottle Blonde 33 cl - FR Pack Blonde 12x25 cl
Brand Vision
Design Principles
- FR Glass Blonde 50 cl - FR Bottle Double 25 cl - FR Pack Blonde 20x25 cl
Brandworld Overview - FR Glass Double 25 cl - FR Bottle Blanche 25 cl - FR Pack Double 6x25 cl
- FR Glass Rouge 25 cl - FR Pack Blanche 6x25 cl
II Approach - FR Glass Blanche 25 cl
Branding Architecture
Principles
- FR Glass Reserve 25 cl

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 41

CONTACTS

For any request, please contact:

Paul-Olivier Claudepierre: Paul-Olivier.Claudepierre@carlsberg.com

TABLE OF CONTENTS
For any design related questions, please contact SID LEE (Global Creative Agency):
I Introduction
What is the purpose of Yaël Guetta: yguetta@sidlee.com
this Brand Identity
Guideline?
Brand Vision
Design Principles
Brandworld Overview

II Approach
Branding Architecture
Principles

III Elements
Logo (Main and
alternative logos)
Phœnix
Colors
Backgrounds
Typography
Manifesto - Content
Manifesto - Layout
Shapes
Headlines

IV PACKAGING
Execution examples

V ATL
Execution examples

VI BTL
Execution examples

VII Ready-to-use
production files
Packaging - list of
elements

VIII CONTACTS

October 2011 - Version 1 42