Schöfferhofer Grapefruit Beer Redesign

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Design: Serena Chen
Project Type: Student Project
School: Academy of Art University
Course: Package Design 3
Tutor: Christine George
Location: San Francisco, USA
Packaging Contents: Beer,Beverages, Alcohol
Packaging Substrate / Materials: Papers, labels
Printing Process: Inkjet printing, foil stamping

Objective:
To redesign beer packaging based on the understanding of marketing research, product analysis, and purchase factors. Find the unique points for the brand and create a design system.

Background and Approach:
Schöfferhofer Weizen offers an urban, trend-conscious alternative. It was the first wheat beer in Germany to be brewed outside Bavaria, embracing a modern lifestyle over the dusty regional customs that previously dominated the world of wheat beer. It also has numerous award-winning and innovative flavor variations. Schöfferhofer Grapefruit, the sparkling, original tangy outrageously new taste combining Hefeweizen beer and grapefruit juice that has become the next big thing among the young, urban crowd.

In the same spirit as the original intention, the new packaging presents the combination of tradition and new age by using simple shapes, inspired by German contemporary style and the Bauhaus. The use of color comes from the German flag—black, red, and yellow, as well as colors associated with the Bauhaus movement. The illustration will also guide the audiences to find out which flavor the beer is.