Packaging Design

BraufactuM Collection

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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. Statement by the jury »The concept is highly surprising: the brand makes use of both the image and the physical structure of a wine bottle to reposition a beer on the market. The packaging and label design incorporate an outstanding solution that conveys the aimed-at message in an excellent manner.«

Credits
  • Client:
    Die Internationale Brau-Manufacturen GmbH, Frankfurt/Main
  • Design:
    Flaechenbrand, Wiesbaden
  • 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