Radeberger - one of the most traditional brands in the German beer market. How do you modernize such a brand without diluting its heritage? With a bold, comprehensive relaunch. And with sensitive finesse.

Our journey with Radeberger didn’t start in a conference room but in the Radeberger archive. Surrounded by countless memorabilia and stories, we dove deep into the history of Radeberger and interviewed long-standing employees. The time was ripe for a rebranding. The brand had increasingly struggled to attract new, younger target groups. Therefore, we developed a synergy between tradition and modernity that continues the brand’s story while modernizing it. It was important to preserve Radeberger’s personality, in order not to alienate existing fans. The development of the new brand design included a complete overhaul of the brand world: from the logo and slogan to the packaging design. The changes are most noticeable in the logo, that now shines in new colors and carries simplified elements. The word mark is predominantly presented in black and white, complemented by a subtle gold shadow. The logo was also streamlined. This makes the design clearer. The golden medals under the word mark were designed discreetly and now frame the coat of arms. And the bottle neck received a completely new look: the previous aluminum foil was replaced by a contour-cut paper neck loop to emphasize the sustainability aspect.

Overview of project
Client: Radeberger
Assignment: Rebranding of the Beverage Brand Design
Core competence: Beer design / beverage packaging
Project components: Design strategy/ Logo Design / Packaging / Logomark / Visual identity