How Design Craft realigned a traditional Brewery
Due to demographic and socio-cultural influences, the consumer behaviour of Germans has changed persistently and breweries had to struggle with declining beer consumption. The demand for more authenticity, regionality and craft brewing paired with a growing health awareness decisively influenced the demand - the traditional, German brewery deeply rooted in the Black Forest, also had to cope with this.
Following a new segmentation of the product portfolio, RKD assigned a clear role and story to each product range and redesigned the visual brand and design narrative. Love for detail and the reflection upon craftmanship needed to be translated visually.
RKD tapped back into the brand history and its narrative of the Black Forest, reinterpreting the visual brand properties at brand, segment and product level. Natural and illustrative design elements and premium finishing emphasize the origin of the brand while emphasizing its true craftmanship and regional heritage.
Innovations such as "Kleiner Mönch" and "Schwarzwald Michel" created new impulses and Millennials have rediscovered the product advantages of the iconic “Klosterrange” and the core beer ranges.
The brand has successfully ”recrafted” itself: Alpirsbacher Klosterbräu convinced the next generation of beer consumers and generated tremendous growth
for all its product ranges.