Paulaner rebrand

Agency: Higgins Design Gmbh
Location: Germany
Project Type: Produced
Client: Paulaner Brewery
Product Launch Location: Global
Packaging Contents: Beer
Packaging Substrate / Materials: Glad bottle, Cardboard

We developed a completely new and fresh design strategy for Paulaner, the original Bavarian brewing tradition. At the heart of the new brand image was the careful reworking of the famous “Paulaner Talers”, which now also comes without any writing on the label.

What’s Unique?
The entire packaging has been given a new look – from label design to the cans and the refresh of all secondary packaging. Here, traditional values were combined with modern design elements to create a fresh breeze on the shelves. From the old, meaningless octagon, a new individual brand shape was developed, inspired by the omnipresent typical Munich street signs. Another example, the traditional but popular and well-known beer garden illustration, which was fallen out of time, was reworked without being unfaithful to the beer garden tradition.