Tucher AEcht Nuernberger Kellerbier བ་ཝེ་རི་ཡན་སྦྲང་ཆང་གི་སྒྲིལ་ཆས་བཀོད་སྒྲིག

Press Kit

Unique Properties

In medieval times, local breweries let their beer age in over 600 years old rock cut cellars underneath the Nuremberg castle. Honoring this history, the packaging of the "AEcht Nuernberger Kellerbier" takes an authentic look back in time. The beer label shows a hand drawing of the castle sitting on rocks and a wooden barrel in the cellar, framed by vintage style typefonts.
The seal label with the company's "St. Mauritius" trademark and the copper colored crown cork convey craftsmanship and trust.

Dimensions & Packaging

500 ml standard returnable bottle - a popular beer packaging/ beer container in Germany.

Outside body diameter: 65 mm
Height: 260 mm

Tags

packaging design, Tucher, Nuremberg, beer, Bavaria, vintage, hand-drawn, beer label, beverages

Design Challenge

Apart from POS displays and cardboards, the AEcht Nuernberger Kellerbier brand is not supported by any classic or digital advertising. This way, the beer label alone is responsible to convince the target group and activate them to buy.

Inspiration

The Tucher Brewery is located in Nuremberg, a city whose history is intertwined with beer throughout the ages.
After the city council passed a purity law in 1302, the first "quality beer" was brewed here. On their mission to preserve the traditional brewing art, Tucher brews the unfiltered and naturally clouded AEcht Nuernberger Kellerbier ("Original Nuremberg cellar beer") in a traditional way. Of course, we wanted the packaging design to reflect the brewing heritage of Nuremberg and Bavaria.

Patents

Tucher Bräu GmbH und Co. KG

Image Credits

Bloom GmbH Nürnberg