With the Warsteiner Lemon beer mix in a brightly-coloured neon outfit, Higgins developed a trendy sub-brand design that delivered the right summer kick to shops, bars and restaurants, and festivals. The Warsteiner Lemon packaging relaunch is in fact only a first impulse that can drive the brand architecture’s development into the future.
Anyone who was looking for the ideal companionship at a club, festival, beach or in a bar during the summer of 2017 quickly found themselves holding a Warsteiner Lemon. The dynamic flavour-mix – Warsteiner Beer, a lime kick and 2.9% alcohol – is based optically on the classic Warsteiner brand elements, but redefined in terms of classic beer design for the target group of trendy 16 – 29 year olds. Filled in transparent glass bottles, the cool label design comes across as young, summery and refreshingly colourful. Available nationwide at POS in crates of 24 33cl bottles and in six-packs. In addition, the fizzy refreshment is available at over 40 festivals and music events such as Parookaville and Lollapalooza. Sounds good – and tastes good too.
Overview of project
Client: Warsteiner Brauerei
Assignment: Relaunch the sub brand design for Warsteiner Lemon
Core competence: Beer design
Project component: Design strategy, brand architecture, sub brand design, label design, packaging design, beverage branding, POS presence