Cheap Beer

A comprehensive, research-based redesign of classic German beer labels to highlight the tensions between iconic German beer brands and the emerging craft beer industry across Germany. This project was under the direction of Hans-Jörg Pochmann in Berlin, Germany in Summer 2018.

We were tasked with choosing an element of German culture that we were inspired by, and I chose to focus my project on the typographic nuances in traditional and craft beer labels. From there, I decided to take these elements that I had observed, and to translate them into redesigning classic beer labels to have more of a “craft feel”.

 
These are the  final label designs  that I created for traditional German beer companies.

These are the final label designs that I created for traditional German beer companies.

To understand the typefaces used in German beer labels, I did pages of hand-drawn research. Creating these sketches by hand really helped me understand the fine details that made each typeface successful in a label.

To understand the typefaces used in German beer labels, I did pages of hand-drawn research. Creating these sketches by hand really helped me understand the fine details that made each typeface successful in a label.

Next, I studied these logos and tried to understand similarities and differences between the types of labels.

Next, I studied these logos and tried to understand similarities and differences between the types of labels.

 
 
I looked at the original labels for three German beers and took elements that I felt were important from their original designs to incorporate into my redesigned labels. I decided on these elements and redrew them in a different scale than the originals as well.

I looked at the original labels for three German beers and took elements that I felt were important from their original designs to incorporate into my redesigned labels. I decided on these elements and redrew them in a different scale than the originals as well.

 
For each of the redesigned labels, I decided on a color scheme that was modified versions of the originals to maintain the integrity of the brands I was representing,

For each of the redesigned labels, I decided on a color scheme that was modified versions of the originals to maintain the integrity of the brands I was representing,

 
These are my final posters for the project. The text, "life is too short, drink cheap beer" relates to German beer culture and the tensions that have been created between craft breweries in Berlin and people who believe that craft beer is part of an invasive, hipster culture in the city.

These are my final posters for the project. The text, "life is too short, drink cheap beer" relates to German beer culture and the tensions that have been created between craft breweries in Berlin and people who believe that craft beer is part of an invasive, hipster culture in the city.