Altenbräu
Designer: Panna Kőműves
Art Director: Luca Patkós
Client: Pécsi Brewery
Designing the Altenbräu product range presented us with a new set of challenges. Having worked extensively with craft beers, this time we were tasked with creating a visual identity for a beer brand aimed at a much broader audience and a different target market.
Moving away from the distinctive, ironic, and urban character of craft beers, our goal was to appeal to consumers who appreciate Southern German traditions and are simply looking for a good, reliable beer. We wanted to create labels that evoke this traditional world while remaining distinctive and instantly recognizable.
In keeping with the brand name, we drew inspiration from Southern German folklore. The antlered rabbit, known as the Wolpertinger, is a mythical creature said to inhabit the Bavarian forests, where, according to local tales, hunters might encounter it (probably after a few pints of beer). Taxidermy Wolpertingers can often be found mounted on the walls of local inns and taverns, serving as a characteristic element of traditional décor.
This peculiar creature proved to be the perfect choice for the brand's mascot: distinctive, memorable, and bringing a touch of playfulness to an otherwise traditional visual identity. The Wolpertinger thus became the central element of Altenbräu's brand identity.
The product range consists of four beer varieties: lager, cherry beer, non-alcoholic lager, and lemon radler. Our task was to develop a label system that clearly distinguishes each variety while maintaining a cohesive and easily recognizable product family.
Throughout the design process, key considerations included cost-effective, straightforward production and the development of a flexible visual system that could easily accommodate additional beer varieties in the future.
