Brouwerij ‘t Ij is a microbrewery that is based in Amsterdam. Most of the products made there are organic, and Brouwerij ‘t Ij has gained quite the fan base for its beer. Branding agency Redthumb has recently revamped the beer's packaging to feature bright colors and ostriches pictured with their large eggs. Redthumb felt that the brand needed a new look that would reflect the product's high quality.
Brouwerij ‘t Ij wanted to keep a quirkiness to the product's packaging, hence the funky ostrich image and the shiny wrapping. The company didn't want to differ too much from its original branding because so many people already know and love the product. Brouwerij ‘t Ij claimed that it wanted remain "familiar and authentic."