Cölner Hofbräu P. Josef Früh KG, Cologne, Germany
Counterpart Group GmbH, Cologne, Germany
The challenge in developing this packaging design was the introduction of a soft drink that is clearly distinct from the company’s previous product portfolio. With the launch of the “Früh Sport Fassbrause” soft drink, an established German beer brand for the first time entered the non-alcoholic beverage market. The packaging is based on an aesthetic design, which with a clean retro look distinguishes itself from the non-alcoholic competition, without neglecting the established brand attributes of “Früh Kölsch”. The use of the characteristic colour scheme and formal reference to the traditional brand provide high recognition value.