Egger beer portfolio

Design: pacoon Hamburg GmbH
Project Type: Produced
Client: Privatbrauerei Fritz Egger GmbH & Co KG
Location: Hamburg, Germany
Packaging Contents: Beer, alcohol-free beer and beer with lemonade
Packaging Substrate / Materials: Glass bottle, paper, cardboard, aluminium, foil
Printing Process: Offset, flexo, indirect relief print

The Egger private brewery is in keeping with the spirit of the times with its sustainably brewed beers of Austrian origin. Since 1978, Egger has been brewing its Egger beer with passion, quality and technical perfection in one of Austria’s largest family-owned private breweries.

The relaunch of the extensive Egger beer portfolio communicates the newly defined brand personality “courageous, authentic, high-quality”. The brand family consists of the Egger Märzen, the Zwickl and the Bock, the alcohol-free Egger Zisch and the Radlern Zitrone and Grapefruit.

The new brand identity is intended to sharpen the brand’s independence and character and thus achieve a fundamental qualification of the Egger brand and its portfolio. A significantly increased shelf impact and an increase in the brand’s attractiveness for new target groups are important criteria for our design development.

We achieved these defined goals by creating a strong brand clip to bundle the brand portfolio and the prominent, self-confident emphasis of the Egger brand logo. The elaboration of the corporate values and their integration into the design, qualify the Egger brand and support the independence of the its appearance.

Carefully and modernly designed elements such as the redesigned Egger logo in combination with the qualifying brand claim “my private brewery”, the Egger coat of arms and the Egger logo make the Egger brand stand out. The seal of origin as well as the uncoated paper quality of the labels, create a harmonious, authentic, handcrafted design and brand identity for the Egger portfolio – a clear commitment to the private brewery and its origin in Austria.

Positive test results* confirm this large and courageous step of the Egger brand.
*The new design will significantly improve the shelf impact as well as the pleasantness and demonstrably increase buying interest.