Stiegl Brewery Design & Branding HOME-BREW by Demner, Merlicek & Bergmann


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Industry Beers and Ciders
Media Design & Branding
Market Austria
Agency Demner, Merlicek & Bergmann
Creative Director Franz Merlicek
Art Director Felix Broscheit
Copywriter Hieronymus Kloss, Arno Reisenbuechler
Account Supervisor Daniela Berlini, Katja Hoelzl
Released January 2011

Credits & Description

Category: ii. Core FMCG
Advertiser: STIEGL
Agency: DEMNER
Account Supervisor: Daniela Berlini
Account Supervisor: Katja Hoelzl
Account Management: Andrea Muehleder
Creative Director: Franz Merlicek
Art Director: Felix Broscheit
Copywriter: Arno Reisenbuechler
Copywriter: Hieronymus Kloss
Graphic: Felix Broscheit
Art Buying: Ilona Urikow
Final Art Work: Barbara Heske
Final Art Work: Dominik Source
Final Art Work: Sarah Spanring
Final Art Work: Stefan Loeffler
Image Editing: Dominik Source
Production: Stefanie Richard
Production: Thomas Hubrich
Media placement: Beer Labels - Shops And Restaurants - 17. Nov. 2011 - Now

Describe the brief from the client
Design labels for 'Stiegl Home-brew', the limited editions of hand-made beer specialities from Stiegl, one of the oldest and most accomplished breweries in Austria.

Describe the challenges and key objectives
The brewery sorts out every single grain for an elaborate process of brewing before it is stored for a long time away from any stress or bustle. You can purchase the beer in specialised shops and online.

In addition to developing an actual Home-brew logo, the label design is supposed to convey the manual work in the production as well as the precious ingredients involved.

Describe how you arrived at the final design
The secret notes of Dr Heinrich Dieter Kiener – chief of family enterprise Stiegl – mark the central point of the new Stiegl Home-brew label designs for Extra Stout, Spice-Herb-Beer and Christmas-Honey-Beer. Visually, the secret notes were scribbled on the label, reminiscent of entries written in journal by a man travelling the world.
From the humorous notes the beer-fan learns plenty of interesting background information about the particular Stiegl Home-brew.

Give some indication of how successful the outcome was in the market
The editions, limited to 3,000 pieces per variety, were sold out immediately and acquired the status of collectors items straightaway.