For nearly 30 years Dutch Gold has been a staple of the Irish beer market and is now a household name.


Due to minimum unit pricing being introduced in Ireland in 2022, we were tasked with redesigning the Dutch Gold can and we found ourselves asking a simple question that provided us with our solution. “Why isn’t the can gold?”

Advertising Agency


With this in mind we set about developing a design that had maximum visual impact. We decided to treat the golden can as a blank canvas and totally simplified the design. We reduced a lot of the visual elements that had built up on the can over the years and let the core brand elements speak for themselves. The iconic Dutch Gold sailor is the main focus of the packaging again and the Dutch Gold wordmark was redesigned to compliment the more minimal style of the new can.