Knärzje brews Germany's first ecologically certified zero-waste beer from discarded bread.
The design of the Knärzje beer labels was accompanied by the challenge of creating an appearance that could compete with the larger, much cheaper beer brands at the POS. Knärzje tastes delicious, but is much more than that, as the themes of sustainability, climate neutrality and zero waste are strongly anchored in the brand. The aim of the new design is to attract young consumers with a minimalist design and ethical values directly at the shelf.
In order to emphasize the uniqueness of Knärzje in design and communication, it is important to bring the brand to life through good storytelling and at the same time point out the advantages in terms of sustainability. Today's consumers not only buy what they like, but also what meets their ethical requirements. We were therefore faced with the challenge of fitting all the information into the space available to us without having to compromise on the minimalist design typical of Knärzje.
The minimalist design with minimal use of color, the addition of the neck label and the explanatory icons on the back round off the Knärzje brand experience for all consumers.
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“Younger generations expect brands to make a positive contribution to society.”
Storytelling as far as the eye can see: from small messages on the neck of the bottle to icons on the back and the use of the EAN code as part of a cereal illustration.
For the design of the non-alcoholic bread beer labels, the color tone and saturation of the visual elements were adjusted to make the appearance even more appealing.
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Why don't other breweries actually have printed inside pages? Because they don't have so much to say! For this reason, we have expanded the brand experience on the packaging, so we were able to keep the front side reduced, which is typical for Knärzje.
It should also be made directly tangible at the POS how buying Knärzje contributes to a more sustainable world. With every tray that leaves the display, consumers receive further information about the contribution they have already made.
What actually happened to Bernd das Brot? Maybe he became part of something very special!
How do you make as many people as possible aware of the topic of bread beer? The question of Bernd das Brot's whereabouts creeps into the short-term memory of waiting travelers at several German train stations in an attention-grabbing and humorous way.
ompared to other beer brands, Knärzje has a lot to tell with its commitment to sustainability. This is what makes Knärzje so special, which is why these stories need to be reflected in the design and product communication. The newly designed poster flyer sensitizes the consumer in an entertaining way to the topic of zero waste, among other things, and thus supports the brand's mission in terms of content.
ompared to other beer brands, Knärzje has a lot to tell with its commitment to sustainability. This is what makes Knärzje so special, which is why these stories need to be reflected in the design and product communication. The newly designed poster flyer sensitizes the consumer in an entertaining way to the topic of zero waste, among other things, and thus supports the brand's mission in terms of content.
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