A brave new competitor in the beer market

Krone is a new organic beer brand that competes with the major established Norwegian brands. Creuna has developed the prize-winning concept and packaging design for the new beer series from Norbrew.

Krone means “Crown” in Norwegian, visualized by the horizontally positioned letter E.

The strategy for Krone was to boldly stand out on the shelf, yet show an elegant simplicity. The design had to find the balance between daring to challenge the commercial market with an unconventional look, while still having just enough beer tradition to compete against the established brands.

Krone is an organic product, but we did not want Krone to look like stereotypical organic products, which are often recognized by raw paper, organic decor elements and ornaments.

We developed a frosted glass bottle that stands out and gives a tempting, cold look. This is unique among beer bottles worldwide. We stripped away all that wasn’t essential, creating a sense of purity and setting the focus on simple frosted glass. Graphics are silkscreened directly onto the bottles, using real gold. The cans (0.4L size) with a matt finish, work in visual harmony with the bottles. 

The design is simple and modern, while the name and colour hint at beer tradition and quality. 

Both the Creuna team and the client have contributed to every aspect of this project, from concept to finished product.

The Krone Pilsner and IPA were initially offered in selected stores, bars and restaurants in Norway. Soon after the launch, we were also asked by the client to also design multiple can and bottle packs for the beer series. In addition, you can now also find Krone bayer and pale ales on the shelves of selected stores around the country.

It's safe to say that Krone has become a well sought-after product.