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The secret ingredient to Gruut’s brand identity

Gentse Gruut

There’s no escaping AI nowadays. And while some are scared, we like to push boundaries and use the latest technology to our advantage. That’s why last year (long before the current hype) we integrated AI in one of our projects for Gruut, a Ghent-based craft beer brewery.

Fresh branding

Gruut approached us for a project linked to their brewery, but when we started to dig into the process we felt that a consistent branding was crucial. And so we took the bull by the horns and created a new one from scratch.

GRUUT affiche templates
Stationery mockup
Business card mockups
Beer stamp
Web mockup

What makes the Gruut beer so tasty and different is a special ingredient that only the owners know. We liked this mysterious vibe and felt it was the perfect starting point for the new brand guide: visualising an unknown plant or herb as this secret ingredient that can act as a graphic element in the new brand identity.

Free Beer Barrel Factory
2 beers mockup

AI to the rescue

Our graphic designers used graphic AI to generate images of various non-existing herbs and plants. They then selected parts of these to create the final mysterious and unique “Gruut” herb. While we could have gone into the wild for several months and studied different flora, AI helped speed up the process and gave the designers the building blocks they needed.

We completed the new brand guide with a logo update, new typography, colour schemes and product branding. We also included new photography guidelines and two marketing campaign visuals.

Ezgif com gif maker
Kruid animatie 2

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