DESIGN INNOVATION

Arthur Brandenburg Van Den Gronden, Anthem's chief strategy officer for Europe, comments, "Creating relevance means moving the brand forward, while instinctively representing the original parent icon. We have helped to redefine this brand in small steps over a number of redesigns. We haven't been around for all of Grolsch's four-centuries, but our 13-year partnership has allowed us to gain a deep understanding of the Grolsch brand heritage and its visual equities. Our experience, instinct, and knowledge of Grolsch's core equities allowed for the seamless integration of 'The Mark' into the new label design."