AuerBraeu – Relaunch of a regional beer champion

Creative Agency: MarkenHouse
Project Type: Produced, Commercial Work
Client: AuerBraeu
Location: Hamburg, Germany
Packaging Contents: Beer
Packaging Substrate / Materials: Glass Bottle
Printing Process: Flexography

Since 1889, Auerbraeu ist one of the traditional breweries in the region around Rosenheim in Bavaria. Having not touched their brand identity including packaging design for many years, it was time for a major change in order to make the brewery fit for the future. MarkenHouse was appointed to strategically reposition the brand and then bring the new positioning to life across all points of touch. It was absolutely key to infuse AuerBraeu with new energy whilst staying true to the heart and soul of the brand and its rich history in the region.

MarkenHouse developed the new positioning around the values highest quality, tradition, feeling at home and being close to nature and by doing so differentiated Auerbraeu from all of the other competitors in the regional beer market. Staying tuned to the brand’s heritage the design is inspired by elements found in the rich archives of the brewery. For example, whilst the new depiction of the brand’s heraldic animal, the capercaillie, feels fresh and contemporary in its simplicity, it is actually an historic image that MarkenHouse found on one of the antique beer mats. The new illustrated Rosenheim mountain panorama fits perfectly into this look & feel.

AuerBraeu is very proud of the region they come from and with the new design the brand celebrates this origin across every communication touchpoint. The fresh Green that MarkenHouse chose as the new primary brand colour also speaks about the lush countryside around Rosenheim. It also stands for the sustainable business approach of the brewery to protect the beautiful nature around them for generations to come. Overall, MarkenHouse developed a very iconic brand look & feel for Auerbraeu, which still feels warm and approachable. It is deeply rooted in the affectionate character of all the stakeholders in the brewery and thus is already a true love brand.