Creative Agency: Christoph Petersen Design
Project Type: Produced, Commercial Work
Client: Theodor Koenig Brauwerke (Bitburger Braugruppe)
Location: Hamburg, Germany
Packaging Contents: Beer
TH.KÖNIG is a specialty beer and an homage to the founder of the König brewery (Germany); it combines tradition and innovation.
That is what the packaging from Christoph Petersen Design banks on: a modern vintage look with a minimalistic but striking orchestration and Theodor König – an innovative mind of his time – in the very centre. With his portrait, his signature and his initials on the seal, he stands for the quality of a manually brewed beer.
This is supported by the label design that emphasizes a traditional look and the “good old times” by using a monochromic photograph, a special typeface, exact product details for variety, flavour and alcoholic content as well as other stylistic devices.
One of the highlights that the Hamburg designers created is the quality seal: a neck label that encloses the bottle cap. This is not only a sign for the freshness of the product but also a connection of the overall design with modern times and innovation. For the application of this new technology in labelling procedure, the König brewery invested a six-figure sum to clearly emphasize the high premium quality of the new specialty beer.