Redesign of a classic Bavarian brand

Hacker-Pschorr is undoubtedly one of the most famous and traditionally rooted German beer brands. The Munich Hacker Brewery was first mentioned in a document in 1417. When Joseph Pschorr married into the Hacker family in 1793, the brand was complete. As a very popular beer and an important part of the Oktoberfest, Hacker-Pschorr has since then stood for the Munich way of life, for Bavarian beer culture - for regionality and cosmopolitanism at the same time. Hacker-Pschorr has long been known as a Bavarian love brand. For the 600th anniversary, the brand had to be graphically refreshed.

A brand that is so closely linked to the tradition of a region must be treated with respect. You shouldn't rush into anything, you have to "dust off" carefully. Think as new as possible, but at the same time preserve as much as possible. For example, the basic graphic elements of the labels have been retained and carefully revised. The Hacker-Pschorr double logo was slightly adapted, the shape of the labels remained the same in the sense of recognition. New additions were a new typographic concept and the discreet integration of the Bavarian rhombus, which strengthens the regional character. The new illustrations, which show Munich from its best side and are connected to the tongue-in-cheek texts on the back labels. Despite all design interventions, Hacker-Pschorr remains what it is: excellent Bavarian beer. And this is how it will continue to be perceived in the future.