Our long-standing client ABInBev commissioned us with the design development for the innovation "Beck's Unfiltered". The design was to integrate into the visual Beck's family and at the same time clearly differentiate itself as a newcomer.
In this way, the product attributes of a naturally cloudy, velvety, refreshing beer were to be staged in the same way as the authentic and original character of the beer.
Our modern retro interpretation of the BECK'S brand elements refers to the original method of unfiltered brewing and emphasises the authentic and high-quality beer character.
In addition, we staged an icon of the brand history for the six-pack design and integrated the sailing ship Alexander von Humboldt as a familiar brand element.
The new BECK'S Unfiltered design with retro elements, stands for authenticity and heritage. The six-pack design with the Alexander von Humboldt, builds on the brand positioning of freedom and discovery. At the same time, the unfiltered lettering gives the design its typical Beck's boldness.
In addition, we developed key visuals for the keg beer, which evoke the movement in the keg with a dynamic beer swoosh and immediately awaken the desire for a Beck's Unfiltered.
