SPAR Bier: WIPA & Tripel

Private Brand: SPAR
Retailer: SPAR
Country: Netherlands
Category: G5. Beverages: Alcoholic
Agency: Yellow Dress Retail


Hinde Kerremans, Assistant Brand management, SPAR
Janneke Visser, Senior Designer, Yellow Dress Retail
Hayden Roberts, Senior Designer, Yellow Dress Retail
Michelle Romeo-Wiegman, Creative Director, Yellow Dress Retail
Carmen Bosboom, Projectmanager, Yellow Dress Retail
Nancy van der Lubbe, Projectmanager, Yellow Dress Retail


Experimental beer-brewing is no longer something from a dodgy hipster backyard but has found its way in our everyday life through different commercial channels.

The story goes that two employees of convenience supermarket SPAR in the Netherlands started brewing beer with pine needles as a special ingredient because the pine tree is the symbol of SPAR. The beer became a hit and SPAR started selling this beer under their own brand.

The design challenge in this project lays in the creation of an authentic craft beer that strengthens the brand SPAR, without giving the impression of being “just” a supermarket-beer.

SPAR is a grocery store with tradition and has a history of being THE neighborhood shop that sells local products. The design concept is based on the given since 1932 SPAR is the grocer that brings you craft beer.

The design language is clean, fresh, and modern with the pine tree in the background which is the iconic symbol from SPAR and timely illustrations that depict different means of authentic grocery delivery methods by SPAR.

A craft beer that combines private label and authenticity is the result.

And FYI it does taste good as well!

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