Swinckels’ Superior Pilsener | Brand Identity & POS Design
Client: Swinckels’ (Swinkels Family Brewers / Bavaria)
Project: Brand Identity & Point-of-Sale Materials
Sector: Beverages, Premium Pilsener, Hospitality & Retail
Developed at Design Bridge, this identity brought Swinckels’ once-private family pilsener into the horeca market. The design reflects the refined bottle structure, heritage, and premium positioning, with a POS system tailored for hospitality environments.
Challenge
Originally brewed as a fresh pilsener exclusively for the Swinkels family, Swinckels’ Superior Pilsener was developed to offer an elevated beer experience. The ambition was to bring this beer to the wider public, specifically to restaurants, bars, and horeca venues, while maintaining its premium, personal character.
With the launch of a newly designed bottle, the challenge was to create a brand identity and POS system that would communicate the beer’s high quality, family heritage, and refined nature in a way that resonated within premium hospitality environments.
Approach
While at Design Bridge, the creative team developed a brand identity that captured both the exclusivity and craftsmanship of Swinckels’ Superior Pilsener. Inspired by the clean lines and premium details of the new bottle, the identity system featured refined typography, a minimalist layout, and premium finishes that conveyed confidence and clarity.
Point-of-sale materials were designed to translate this identity into the horeca space — from elegant bar displays to menu integration and on-table visibility. Every touchpoint was crafted to tell the story of a family beer now shared with a wider audience, without losing its intimate origin.
Outcome
The visual identity and POS toolkit delivered a cohesive brand experience from product to pour. The result strengthened Swinckels’ presence in premium hospitality, supporting its positioning as a high-quality, independent Dutch pilsener, once reserved for family, now served with pride in the country’s finest bars and restaurants.