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First Collective Brand to Help Create the German Craft Beer Market

First Collective Brand to Help Create the German Craft Beer Market

Flaechenbrand – BraufactuM

The BraufactuM collection is a range of high-quality import beers consisting of local beers based on rediscovered recipes and new creations made of exquisite ingredients. The design of the bottles promises not only new and unusual flavours, but also a new image: drinking beer is elevated to a refined culture and beer aficionados are portrayed as connoisseurs. This is visualised through a strong branding and the timeless noble design look of the black glass bottles. The premium claim of the brand is also reflected on the bottle labels: their stamp-like appearance implements the idea of an international collection, while the signature of the beer’s inventor personalises the product and suggests exclusive expertise. In addition, the different kinds of beer are distinguished via a colour code and, inspired by wine labels, their origin and special character feature next to the list of ingredients, recommended serving temperature and food pairing.

CREDIT

  • Design Agency: Flaechenbrand
  • Organisation/Project Type: Agency Commercial, Published
  • Article Title: First Collective Brand to Help Create the German Craft Beer Market
  • Brand / Project Name: BraufactuM
  • External Design Credits: Creative direction: Kai Geweniger, Friedrich Wilhelm Detering
    Art direction: Peter Kohl, Marvin Zimmer, Johannes Schiebe, Holger Blockhaus
    Concept: Kai Geweniger, Julia Detering, Friedrich Wilhelm Detering
    Strategic planning: Kai Geweniger, Friedrich Wilhelm Detering
    Project management: Friedrich Wilhelm Detering Text: Ron Böttcher, Eva Bender, Julia Detering
  • Production Credits: Kai Geweniger, Friedrich Wilhelm Detering
  • Project Type: Consumer Brand Creation
  • Strategic Deliverables: Consumer Brand Naming, Consumer Product Naming, Consumer Brand World
  • Design Deliverables: Consumer Branding, Consumer Brand Creation, Consumer Brand Identity, Consumer Brand Guidelines, Consumer Brand Experience, Consumer Graphic Packaging Design, Consumer Advertising, Consumer Retail Design
  • Location: Germany
  • Market Country: Germany
  • Market Region: Europe
  • Product Category: Beer & Cider
  • Consumer Packaging Format: Bottle
  • Consumer Substrate / Material: Glass

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