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‘‘Beer needs a home’ is the guiding principle of German beer advertising. That’s why most producers emblazon their brands with regional icons, like a coat of arms, place names, etc. to show that their brand is premium and expensive.

The  brief was to create a brand+packaging design for a new low-priced beer placed on the German market. The impact needed to be strong, visible and evident, and the brand needed to compete without advertising support, only through point of purchase. We chose an unconventional but evident name: 5,0 Original. Focusing on the common pilsner beer alcohol of 5.0% and not copying and additional heritage, we intended to capitalize on what is real and where beer belongs.’

Designed by Feldmann+Schultchen Design Studios.

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