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Positioning & Branding
Logo RuhrGold

RuhrGold, natuurlijk genieten!

RuhrGold is a new beer brand, taking the Dutch market by storm. RuhrGold’s popularity keeps growing as more people get to know this authentic quality Pilsner for beer enthusiasts.

The Pilsner Experience

There is a shift in the way people perceive beer. The taste of established beer brands becomes somewhat average. RuhrGold has the ambition to β€œMake Beer Great Again”, which is why they’ve created a powerful and dense signature Pilsner. This all-natural formula is brewed in Germany and follows the strict standard of the Reinheitsgebot, β€œPurity Law”.
RuhrGold strives to become indispensable by always making sure the quality, support and service is the best it can be.


The Pilsner Experience
Brand strategy

Brand strategy

RuhrGold asked AlienTrick how to position their brand in the beer market. During this process, we held multiple sessions with marketeers, salespeople and policy makers and we decided on a brand strategy. We created a visual identity and several communication tools. We developed the labels on the bottle and, in addition to the β€˜regular’ beer, added a Radler, Weizen and Bock variety.

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Target audience research

Target audience research

Besides prototyping the labels, brand strategy and visual brand identity, we started on target audience specification and user research. Together with the results from our creative sessions, the results from the extensive researches proved very valuable for the right positioning.

Positioning amidst top brands

The result is astonishing, robust, unique, but above all, fitting within the desired positioning in the beer market. RuhrGold now has its own identity and a place and position within the market. We are proud of this extraordinary visual identity!


 Positioning amidst top brands
β€œWe’ve worked our way through a beautiful process with AlienTrick, a good partner who has taken care of and helped us from start to finish.”
Marco Doeswijk Director RuhrGold
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