Paulaner Bräuhäuser Worldwide
Paulaner Brauerei Gruppe GmbH & Co. KGaA, Munich, Germany
SchleeGleixner GmbH, Aschaffenburg, Germany
The relaunch of the corporate design for the “Paulaner Bräuhäuser worldwide” was created for the brand’s 25th anniversary to promote the notion of an exclusive contemporary lifestyle that these taverns are designed to convey. Presenting a communication concept based on “Original Beer, Food and Gemütlichkeit from Munich”, the design strives for a balancing act between the traditional Paulaner brand, more than 365 years of Bavarian beer-drinking culture and a modern kind of Bavarian tavern. Both design and narrative content place the experience of the guest centre stage.