VILLACHER

The traditional brand and the connection to Carinthia.

The traditional Carinthian brewery VILLACHER has always been associated with the province of Carinthia – with the people, customs, social, cultural and sporting activities and developments.
Especially in advertising and communication, the “Carinthian spirit” was the dominant theme expressed in various campaigns in the recent years.

Therefore, during the process of the current brand and packaging redesign, the logical step was to make this connection visible on the packaging as well.

Skizze Villacher Bier

BRIEFING AND APPROACH

Closeness to the region – made visible on the packaging design.

Since 1858 to the present day, the brewery and the VILLACHER brand have been inextricably linked to the region and the federal state of Carinthia.

As part of the current redesign, our customer’s aim was to express this more clearly again, especially with the strong-selling main variety Märzen and highlight the three main brand values.

  • Honest art of brewing: Elaborating and visually opening the brand by reducing it to the central core oval, without an ornamental additional outer ring.
  • The bond to the region: Use of the Carinthian state colours yellow-red-white and the state coat of arms as a central element, advertising the use of Carinthian barley.
  • Carinthian attitude to life: The selection of the variety fonts and the use of the carefully created background illustration create a dignified, friendly and casual look – because the VILLACHER brand has always been the companion for all the beautiful aspects of Carinthian joie de vivre.
Brand Farben Villacher Bier

CONCLUSIO

Clear design structure across the entire range.

The Märzen can with its characteristic “like freshly tapped” look was also integrated into the new design structure and given a reference to the Carinthian homeland.

The main variety Villacher “Märzen” is supplemented by four other varieties; for optimal variety differentiation, the designers created a clear colour code to match the respective beer type.

CONCLUSIO

Origin made visible.

Since 1858 to the present day, the brewery and the VILLACHER brand have been inextricably linked to the region and the federal state of Carinthia. As part of the current redesign, our customer’s aim was to express this more clearly again, especially with the strong-selling main variety Märzen.

Key-Facts:

  • Brand and packaging design
  • Optimized variety lettering, easier to read
  • Strong colours, good visibility at the POS
  • Visualization of the connection to the federal state of Carinthia

Client:
Brau Union Österreich AG