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Warsteiner reinforces brand strategy with new packagingWarsteiner reinforces brand strategy with new packaging

March 11, 2015

2 Min Read
Warsteiner reinforces brand strategy with new packaging

Warsteiner, the core brand of the Warsteiner Group is introducing new package designs, available on the complete Warsteiner product line including bottle labels, cans and packaging materials, beginning this August.

This significant modernization of the product designs is the next step in a new umbrella brand concept of the Warsteiner Group, launched at the end of 2008. When introduced last year, the new brand strategy was extremely well received by high-end consumers and media. Now, the German brewery looks even further ahead with these new product designs, an integral component to Warsteiner’s fresh marketing approach.

In the same way that the overall campaign stands out, the new product design strategy sets itself apart from competitors, emphasizing the commitment to creativity and uniqueness that Warsteiner has represented for nine generations. Over the years, Warsteiner has always remained dedicated to aesthetics, paying careful attention to design and working with well-known artists including Luigi Colani and Bjorn Wiinbladt.

In the 1960s, Hermann Hoffmann, one of the most popular German designers of the time, artfully crafted the now well-recognized Warsteiner tulip glass that would eventually be eternalized in one of Andy Warhol’s famous acrylic-digital prints. This love for design and attention to detail has once again been applied to this update of the Warsteiner portfolio.

In retooling the look and feel of these products, every single design feature was considered and modernized. The golden color of the label is now the visual focus of the bottle, achieved through its gradient of gold into a white background. Supplementary, a complex printing process, also generates a gloss that directs the eye to the brand name in the center.

Likewise, the long-established Warsteiner text style has been updated and the new design of the crown and “Eine Königin unter den Bieren” is more refined. In addition, the neck label interlinking the famous brand elements of the round logo and seal band have been placed in a new arrangement. This redesigned logo is also the clear focal point of the fresh new look of the Warsteiner 6-pack and 12-pack carriers.

The consistent product design of Warsteiner makes it instantly recognizable and represents another milestone in brand management as well as an important move towards sustainability, value creation and the future of the brand.

Source: Warsteiner Group

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