Great honor for <link http: www.glaabsbraeu.de _blank>Glaabsbräu, the oldest private brewery in southern Hesse: one of the most modern breweries in Germany was awarded the <link http: www.german-brand-award.com _blank>German Brand Award in the category "Excellence in Brand Strategy, Management and Creation" at a ceremony in Berlin at the end of June. This was in recognition of the new steps Glaabsbräu has taken since commissioning a complete new brewery in 2015. In April 2017, Glaabsbräu initiated a new brand identity for its entire beer range, which was switched to the new 0.33l and 0.5l Euro bottles. With the 0.33l variant, Glaabsbräu was the first brewery in Hesse. The <link http: www.milk-kommunikation.de _blank>creative agency M.I.L.K from Frankfurt was commissioned to develop a new label design.
Task for the new design was to preserve the traditional values through modern interpreted elements and thus open the way to the future in which references to the degree of innovation are clearly highlighted.
"An exciting task for us, because we had to consider the preservation of the core values and the local reference as well as to draw a bow to the modern brewing technology and the innovative craft beer movement," explains Andreas Milk, founder and managing director of the agency M.I.L.K. in Frankfurt.
"It is a great recognition for us to have been awarded the prestigious German Brand Award. The new design reflects our new positioning excellently and is especially unique in the craft beer sector with its neon-coloured appearance in the German market. ", says Robert Glaab, managing partner.
Over 1,250 entries entered the German Brand Award competition this year. The German Brand Award is decided by an independent jury of brand experts from various disciplines, chaired by Mr Andrej Kupetz, Chief Executive, German Design Council from Frankfurt am Main and initiator.