This is not a branding case study – this is the story of an entrepreneur. Brewer Lorenz Hug approached us to design a label for his beer. The request became a tasting, the tasting became a lesson. Lorenz’s beers are otherworldly. Multifaceted, full-bodied bouquets that go far beyond standard brewing. At the next meeting, he served us dinner with beer pairings, and so the goal was set: this beer belongs on wine lists.

It comes as no surprise that the beers made by Hug are so good. Lorenz is a trained chef with an impressive CV and Daniela, his wife, is a sommelier. To meet their requirements, the product needs a brand experience aligned with the craftsmanship and quality. For every aspect of the brand, we walk the fine line between wine culture and beer tradition. The rounded Champagne-style bottle combines crown corks, refined design and foamy handwriting. Hug is a brewery and describes its creations as full-bodied.

Hug beers are made entirely by hand. We highlight this with custom font BK Hug Regular, which we developed especially for the brand. There are eight versions of each letter, and all of them are contained in the font. When writing, randomised letters are drawn from the set, which results in the appearance of authentic handwriting.

Braukellerei Hug

A very special drop. Hug’s beer creations aim to emulate wine and Champagne. For the brand, this means reinventing beer from scratch. read case

Positioning

Brand story

Branding

Naming

Typography

Packaging

Website

A very special drop. Hug’s beer creations aim to emulate wine and Champagne. For the brand, this means reinventing beer from scratch.