A very special brew. Hug’s beer creations seek comparisons with wine and champagne. For the brand, this means reinventing beer again.
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.
Hug stands for craftmanship. And we emphasised this with the handwriting BK Hug Regular, which was especially developed for the brand. Each letter has multiple forms, that are displayed variably for an authentic typeface.