Design: Higgins Design GmbH
Location: Germany
Project Type: Produced
Client: Hacker-Pschorr Bräu GmbH
Product Launch Location: Global
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminum

A picture tells more than 1,000 words. Nothing beats a well-told story. Nothing beats a well-told story. That’s why storytelling has been a super trend for brands for many years.

The appeal of a story is not only made of letters, but is increasingly supported by the fascination of images. Because when stories are illustrated, people love them all the more. But is this also true for a beer brand with more than 600 years of history? We are convinced that this super trend gives a boost to traditional brands in particular. That’s how we approached the redesign of Hacker-Pschorr from Bavaria. We confidently developed this proud brand into the future with a modern illustration style to make it even more popular with beer drinkers. We developed the design from the brand character.

The central fixed point here is a contemporary illustrated panorama of the Alps, which tells a powerful story with the Hacker-Pschorr brand name and the claim “Bavaria’s Heaven”: Bavaria is more than home. Bavaria is an attitude to life. This story links all the varieties, which have been lovingly staged with different motifs, to form a fresh, appealing brand bracket. This strong narrative conveys more than just the product benefits. It conveys values and arouses emotions. We discovered that traditional brands like Hacker-Pschorr in particular benefit enormously from a modern visual story in which the illustration becomes the central brand design element.

In this way, we created a narrative brand bracket that preserves a total of 600 years of beer history and at the same time makes it fit for the future. Tradition meets transition: modern design, developed from the brand character.