Dozen Agency’s packaging design for Haisenberg’s new filter lager is a masterful blend of modern gothic typography and traditional European aesthetics. The intricately carved and cut logo sets the tone for the brand’s identity, drawing inspiration from the classic beers of Belgium, the Czech Republic, and Germany. The minimalist, vintage, and modern design mirrors the beer’s well-balanced taste, drinkability, and density characteristics. Further, the blue background exudes restrained premium, symbolizing the reliable and eternal nature of Haisenberg.
NEW BRAND HAISENBERG filter lager is a new addition to the beer portfolio of New Products Group. The project was developed in two stages. First, we created a logo, identity, and labels for the European-style unfiltered craft beer of the same name, as well as a line of flavors in metal kegs. And the next important step was the launch of the brand in bottles and cans in a wide retail network. A BIT OF MODERN GOTHIC in typography became the basis of the logo, in which we allowed ourselves to carve and cut each letter.
The brand appeals to a typical European classic — a kind of mainstream beer that can be seen in Belgium, the Czech Republic, and Germany. The verified product characteristics — taste, drinkability, density — inspired us to create a well-balanced design: rather minimalist, rather vintage, and rather modern. And the noble ultramarine background on the lager design is a classic continuation of the bright and contrasting line of unfiltered draft Haisenberg. RESTRAINED PREMIUMITY and everyday status are visual signs of the new brand, when there is no need to prove anything special. Holding a can in your hand, you have and demonstrate a thing.
Reliable and eternal, like the cobblestones on the streets of European towns. Basic, without pathos and challenge. It’s like embarking on a journey through your favorite beer flavors. This is how Haisenberg is — appropriate for every day, relevant to Ukraine and European values.
