One Giant Leap For Brouwerij Klein Duimpje

One Giant Leap For Brouwerij Klein Duimpje

Otte, T.J.

Buijs, J.A. (mentor)
Geraedts, J.M.P. (mentor)
Bouman, E. (mentor)

Industrial Design Engineering

Strategic Product Design

2014-05-06

Brouwerij Klein Duimpje is a microbrewery, founded in 1997, and situated in Hillegom. It currently has a beer range of more than twenty different beer styles. The focus of the assignment for Brouwerij Klein Duimpje was to define a strategy to attract more consumers to buy Klein Duimpje beers. During the analysis it was discovered that the greatest potential for Klein Duimpje’s beers are in the local region around the brewery: the Bulb Region. This region has a unique local heritage, and is annually visited by around 800.000 day trip tourists, especially around the flowering season. Moreover, Brouwerij Klein Duimpje currently has a unique selling point as the only microbrewery in the local area, and the only location that serves such a wide range of craft beers in its tasting room. Then it was discovered that many restaurants are also interested in serving local craft beer. Lastly, for the brewery itself it was most profitable to sell its beers directly at the brewery. Following the insights, the following vision was formulated. “Klein Duimpje should attract more tourists and locals of the Bulb Region to the tasting room, inspire them with a passion for craft beer, and enable them to spread this passion with others.” Accordingly, a strategy was developed that connect to this vision. For this strategy a concept was developed for the redesign of Klein Duimpje's beer labels. Furthermore several touch points were designed to make the vision happen.

branding
beer
business strategy
local
social media

http://resolver.tudelft.nl/uuid:b70c8432-1bd3-41a2-b28c-18f808c46991

Campus only

Student theses

master thesis

(c) 2014 Otte, T.J.