Creating a New Gourmet Beer Brand
“GB - Nordic Passion”
Concept & Product innovation Client: Gourmetbryggeriet by Harboe
Harboe is the name of the family that has run Harboe Brewery for six generations. They have been brewing beer since 1883, creating a proud tradition of using good, simple raw materials that give a fresh taste. Despite its long and proud tradition, Harboe is known as a low-budget beer and needed help positioning themselves to the premium segment. Gourmetbryggeriet by Harboe was launched to address this challenge.
At the center of the campaign were real people, each with their unique approach to taste and brewing. Together, we developed new recipes for beers using each of their own key ingredients: rye, honey, and savory, all organic Nordic-sourced ingredients.
Product innovation, Packaging design, Concept film, Image pictures, packshots, Brand manual
Concept film
Brown Ale
GB's refreshing organic non-alcoholic Brown Ale with honey.
As a beekeeper, Nicolai Wium sells his own artisanal honey at small, local food markets. He was inspired to become a beekeeper when he read that detective Sherlock Holmes withdrew from his hectic life and became a beekeeper to get closer to nature and the good life.
IPA
GB's organic IPA brewed with Nordic rye and pure passion!
Leif has been baking his rye bread for 30 years - most of it from his small bakery in Dyssekilde, which has now become an institution of its own in the village community.
Witbier Sar
GBs Witbier is brewed with good craftsmanship, passion and Karina's favorite herb savory.
Karina Demuth is an author who is deeply committed to her cozy herb garden, a passion that was passed down to her from her mother.