Within Swinkels Family Brewers there was not yet a single brand that specifically focused on the new generation, while they are actually discovering the beer market. Palm used to be a stepping stone to specialty beer. They decided to return to that tradition, but with a modern twist. With a focus on playful and refreshing and daring ingredients instead of traditional and artisanal.
With that mission, we were briefed 2.5 years ago by global marketing manager Coen to shape a new can and bottle design. We were challenged to let go of everything we think we know about beer and to come up with as many design proposals as possible with a new perspective on traditionally brewed beer. The new pay-off and basic principle for PALM is therefore ‘Born to twist tradition’. We worked according to the design thinking principle.
Each of the proposals has been presented to various target groups; including Classic PALM drinkers, specialty beer drinkers and centennials. With these insights we were able to move on and after much twisting and turning we came to final designs that really give a twist to tradition and that are an ambassador for the refreshing new flavors!