The idea behind Krone, was to create a bold and urban beer brand that reflects that quality can be simplicity. The beer is made with four natural ingredients and this simplicity is reflected in the design. We stripped away all that wasn’t essential giving a sense of purity and putting the simple frosted glass in focus. Krone is an organic product, but we did not want Krone to look like other stereotypical organic products, as is often recognized by eco-paper, organic decor elements and ornaments.

The name we chose for the beer series was Krone (Crown). A balance between modern simplicity and some beer tradition through the name and colours were carefully considered.

The logo incorporates a subtle crown - visualized by the horizontal E. This is also reinforced by the gold tops on the cans and bottle caps.

We developed a frosted glass bottle that stands out and gives a tempting cold look on the store shelf. The frosted glass makes the bottles look good even when they are empty and the tactile surface of the bottles feels good in the hand. There are no frosted glass beer bottles in Norway and we believe this is also unique among beer worldwide. Achieving this required a great deal of research and close cooperation with the selected manufacturer. We avoided a transparent label by silkscreening all the graphics directly onto the bottles with real gold being used.

The cans are in an unusual 0.4 liter format – perfect for those in the target group who find 0.5 liters a little too much, or 0.33 liters a bit too little. They have a matt finish which harmonize the bottles. A beer glass and coasters have been produced for bars and restaurants.

For a newcomer that is not part of a big established brewery, it is very difficult to get shelf space in a major grocery store chain or buy in at restaurants and bars against the big brands. Design has helped this new beer brand come into one of the biggest supermarket chains in Norway. Many bars and restaurants have taken it in already based on price, taste and design.  

Krone Pilsner and IPA is currently on sale and soon Bayer and Pale Ale will be in stores. The beer series has not been on sale long enough for concrete sales results, but the feedback so far is excellent. Interest and awareness has already exceeded expectations. The retailers have now asked the client to create 4-packs for the cans and 3-packs for the bottles, due to the good sales results so far.