Beer Culture 2020 시장 조사 보고서 by Gabriela Maria Straka

Beer Culture 2020 시장 조사 보고서 by Gabriela Maria Straka is a highly esteemed winner of the very prestigious 2021 A' Design Award 동상 in 광고, 마케팅 및 커뮤니케이션 디자인 Competition Category.

동광고· 2021

Beer Culture 2020 시장 조사 보고서

by Gabriela Maria Straka

Client: Brau Union Österreich AG

A' Design Award 동상 Winner in 광고 Category

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Colors

The Design

About Beer Culture 2020 시장 조사 보고서

'맥주 문화 2020(Beer Culture 2020)'은 오스트리아의 맥주 문화를 다룬 인쇄물 형태의 보고서이다. 이 보고서는 독립 시장조사 기관이 온라인 및 전화 인터뷰를 통해 실시한, 18세 이상 오스트리아 국민을 대표하는 설문조사 결과를 담고 있다. 주요 주제로는 스페셜티 맥주의 중요성, 음용 습관, 지속 가능한 맥주 생산, 브랜드 충성도, 무알코올 제품 등이 포함된다. 간결한 그래픽과 심벌을 활용해 수치를 쉽게 이해할 수 있는 형태로 제시하였다. 보고서는 64면의 본문과 4면의 표지로 구성되어 있다.

The Recognition

About the A' Design Award 동상

Beer Culture 2020 시장 조사 보고서, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Beer Culture 2020 시장 조사 보고서, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Beer Culture 2020 시장 조사 보고서, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: To us at Brau Union Osterreich AG, beer culture is not only just what wins us our bread. It is our passion and devotion that we pay particular attention to. This is why we, as Austria's innovation leader in brewing, have published an Austrian beer culture report in 2020. It represents a survey of our country's beer culture, seeking to improve it constantly.
Dimensions & Packaging: Format closed 280 x 215 mm
Format open 280 x 430 mm
Extent 4 cover pages and 64 content pages
Circulation 1700
Tags: beer culture report, beer culture, beer, market research, Austria
Production Technology: The design was created in collaboration with Red Bull Media House GmbH. Simple graphics and symbols have been chosen to make the numbers easy to understand. For example, a flower tendril was chosen to represent the topic of the environment and sustainability or shopping carts for the purchase frequency.
The report was printed on LuxoArt Samt paper. Cover 250g, content pages 150g. Print in 4-colored Euroscale. Finishing UV coating on cover approx. 30 percent area coverage
Design Challenge: The creative challenge was to present the large amount of figures and data provided by the market research institute in an easily understandable form and to represent them visually in graphics.
Target group of the Beer Culture Report 2020 are specialists in hotel and catering trades, food stores, specialised journalist and everyone who is interested in Austrian beer culture.
Research: The market research institute carried out the survey. The target group was the entire Austrian population aged 18 and over. The method was a combination of an online and a telephone survey, in which about a third was carried out by telephone (in the older shifts from around 60 years of age) and the rest online. The total sample was 2,090 surveys. Using the graphics in the report, the result shows a good overview of the interest, knowledge and responsible consumption of beer by Austrians.
Inspiration: For Austria's largest brewery company, it is particularly important to demonstrate and promote the diversity of Austrian beer culture. This topic was the focus of the study, which was carried out by an independent market research institute. The results are gratifying because they show how important beer and beer specialties are to Austrians but they also reflect interest, knowledge and responsible enjoyment of beer by Austrians. All in all the report is a great reflection for the beer culture.
Project Duration: The planning phase began in January 2020. The interviews with the target group of the market research institute took place in March 2020. The Red Bull Media House team then created the graphs from the numbers and data and designed the report. The report was printed in October published on November 18, 2020.
Operation Flow: In cooperation with the research institute Market, we tried to get to the bottom of the topic of beer culture using a representative study carried out throughout Austria. Questions about the importance of beer specialties, drinking habits, sustainable beer production, brand loyalty and non-alcoholic products were answered in a representative manner. The facts and figures from the market research institute are graphically presented in the report in an easily understandable form.
Patents: Copyrights belong to Brau Union Österreich AG, 2020
Team Members: Head of Corporate Affairs & CSR at Brau Union Österreich AG: Mag. Dr. Gabriela Maria Straka, EMBA
Project coordinator at Brau Union Österreich AG: Ruth Dunzendorfer, MA
Implementing company that drew the graphics and prepared the report: Red Bull Media House GmbH
Image Credits: Brau Union Österreich AG