GROV is one of Swedish Match’s most authentic snus brands, known for its unfiltered appearance and loyal following. But to stay relevant, the design had to move forward while holding on to the traits that make GROV unmistakably itself. 

The new identity draws inspiration from robust materials and functional utility — from sackcloth textures and industrial stencils to the raw aesthetic found in weightlifting equipment. By stripping away everything unnecessary, we highlighted the brand’s essence: rough, raw, and powerful. 

The result is an evolution grounded in GROV’s visual heritage. Tactile, rugged details and a stripped-back expression reinforce its earthy personality and no-nonsense attitude, while giving the brand a more contemporary edge. Rough, raw, and confidently simple.