There are plenty of beers. Far fewer brands with true recognition. In the case of Mo’s, the new brand from Mohrenbräu, it becomes clear how design can form the foundation of powerful brand communication.

New paths for Mohrenbräu. How do you work with a brand whose historic symbol is, quite rightly, viewed critically today? By having the courage to evolve, with genuine respect for tradition, for the region of Vorarlberg, and with a clear focus on what lies ahead.

This mindset led to the creation of a fresh sub brand that brings the brewery confidently into the present. The new range feels more urban, younger in tone, yet remains unmistakably authentic. The beers are called Mo’s. The name works like a nickname, familiar, approachable, almost like a good friend.

Visually, the designs reference sticker covered walls in scene bars as much as they echo the metal badges found on traditional hiking sticks. The result is a visual language that effortlessly combines contemporary design with regional identity. Much like the people of Vorarlberg themselves, deeply rooted in tradition while remaining open to new ideas.

Overview of project
Client: Mohrenbräu
Assignment: Branding of a new Beverage Subbrand Design
Core competence: Beer design / beverage packaging
Project components: Design strategy/ Logo Design / Packaging / Logomark / Visual identity