Drawing inspiration from the original brewery and the rich, industrial heritage of the city and its people, our London Studio's new visual identity and packaging designs for Holsten restore local pride in Hamburg’s most iconic beer.
Taking inspiration from the brand’s deeply embedded connection to local culture, we have re-crafted the knight, putting authentic historical details back into this recognisable icon. Turning the knight around, he now proudly rides forwards – a significant shift from the previous outdated armed warrior to a progressive, flag-bearing beacon of leadership. Removing the shield-shaped label on pack further elevates the knight, and we've introduced a light and refreshing teal into the colour palette to reference the oxidised copper of the knight statue that sits on top of Holsten’s historic brewery tower. Drawing on typography and labels found in the Holsten archives, we have also created a new bespoke wordmark influenced by Hamburg’s rich architecture.
A bold move on from its previous mass-produced look and feel, we have redesigned the packaging across the Holsten portfolio, and the new brand world extends beyond this to include on-trade and off-trade touchpoints such as glassware, beer lenses, coasters.
Evoking the merchant work ethic that built the port city of Hamburg, much of our work has been crafted by hand, creating a functional and proud brand that appeals to its loyal consumer base and everyday beer drinkers, as well as opening the brand up for new consumers to enjoy