Creative Agency: Higgins Design GmbH
Project Type: Produced, Commercial Work
Location: Hamburg, Germany
Packaging Contents: Beer, Beer-Mix
Packaging Substrate / Materials: Label Design, Corporate Design
With the Warsteiner Lemon beer mix in a brightly-coloured neon outfit, Higgins developed a trendy sub-brand design that delivered the right summer kick to shops, bars and restaurants, and festivals. The dynamic flavour-mix – Warsteiner Beer, a lime kick and 2.9% alcohol – is based optically on the classic Warsteiner brand elements, but redefined in terms of classic beer design for the target group of trendy 16 – 29 year olds. Filled in transparent glass bottles, the cool label design comes across as young, summery and refreshingly colourful. Available nationwide at POS in crates of 24 33cl bottles and in six-packs.
But Higgins not only designed this step into the future for Warsteiner. We took the first successful steps in our collaboration with one of Germany’s largest private breweries by providing a more modern, fresher and visually powerful image and a new, strong and reliable brand identity. True to the motto that “less is more”, the tried and trusted brand elements were visually re-created in line with the design strategy. We did this by not only carefully redeveloping the logo, but also by giving the whole packaging a completely new look – from the label design and the look of the cans right up to refreshing the entire secondary packaging. On top of this we also redeveloped the corporate design and documented the results of our work on the brand in a brand manual. And it is already now clear: as one of the most well-known beer brands, Warsteiner is perceived at the POS and in bars and restaurants as having a special stylistic confidence and being even more authentic.