Mittelmaß (Concept)

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Designer: Fabian Fohrer
Project Type: Concept
Location: Konstanz, Germany
Packaging Content: Beer
Packaging Materials: Glass, carton, foam

Neither the most traditional nor the one and only. Not the greenest, not the most golden. No king and certainly not a pearl of nature¹. Mittelmaß does not need superlatives. It’s a beer as any other. Water, malt and hops². Nothing else.

Does advertising influence the character of a beer? Probably not. But it affects your imagination. So shouldn’t beer preferably be liked by its taste, instead by its description?
To not manipulate this taste, Mittelmaß (English: »average«) defines itself with understatements and allows space for a personal and individual impression.

¹ German beer advertising slogans
² ingredients of beer, as it’s defined in the German purity law

What’s Unique?
Triangular packaging in combination with beer bottles