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This is not a case study, it is a founding story. Master brewer Lorenz Hug approa­ched us to design a label for his beer. His request became a tasting session, which prompted a lesson. Lorenz’s beers are out of this world. They offer multi-faceted, rich bouquets, beyond mainstream. At the next meeting he served us dinner, accompa­nied by beer, and an ambition was born: this beer belongs on the wine list.

In order to meet this demand, the product needs a brand experi­ence that corresponds to craft and quality. With every aspect of the brand, we are walking the tightrope between wine culture and beer tradition. Bulbous champagne bottle meets crown caps, high-quality staging meets spidery handwri­ting. Hug is a Braukel­le­rei and uses a rich and full-bodied language for its creations.

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