Boldly reshaping tradition
Schwarzbräu looks back on an eventful success story that began around 1648, at the end of the Thirty Years' War. This history serves as the foundation for a bold, reimagined brand future for this traditional brewery. With the help of a new brand strategy and a consistent brand identity, the packaging for Schwarzbräu's "liquid gold" was created, earning the German Brand Award.
As one of Germany's oldest breweries, Schwarzbräu is deeply rooted in tradition. Rebranding this label is more than just a journey back to its roots: it is a bold step into the future. The new brand strategy for a younger target audience highlights the strengths of Schwarzbräu's unique historical heritage. The flag-bearer is transformed into a heroic freedom fighter, paving the way for the future while honoring Schwarzbräu's 370-year legacy.
I*AM developed a new brand strategy for Schwarzbräu and provides ongoing consulting for the brewery's communications. Online marketing is being boldly geared toward a younger target audience, while simultaneously reviving Schwarzbräu's long-standing strengths. True to the motto "To know where you are going, you must know where you come from," the packaging sets new standards in the brewing market and gives the brand a distinct presence at the point of sale.
The 2022 German Brand Award confirms the successful path Schwarzbräu is taking together with I*AM. The brand's core strengths—tradition, courage, and freedom—are being consciously showcased in its communications. This new brand world provides the brewery with fresh opportunities to secure a future-proof position in the highly competitive beer market. The courage to know and present oneself with confidence is a key to this success.
Wide-legged, strong, stable: the iconic brand ambassador is empowered. And transformed into a freedom fighter.
More deliberate, more colorful, better: the concise color code highlights the difference. It finds its origins in the clerical manuscript illumination of the Middle Ages.
The new brand strategy bridges the gap between long-time supporters and a young audience that embraces tradition and celebrates freedom.
Ready, set, cheers to freedom!
Together, we will also strategically strengthen your brand.
