Reviving History Through Design: Tucher AEcht Nuernberger Kellerbier

Bloom GmbH Nuernberg's Award-Winning Bavarian Beer Packaging Design

The Tucher Brewery, situated in Nuremberg, is a city steeped in beer history. The first "quality beer" was brewed here following the city council's purity law in 1302. The brewery's mission to preserve traditional brewing art is reflected in the unfiltered and naturally clouded AEcht Nuernberger Kellerbier. The packaging design was inspired by this brewing heritage, aiming to reflect the age-old traditions of Nuremberg and Bavaria.

The unique properties of the design lie in its homage to history. In medieval times, local breweries aged their beer in over 600-year-old rock-cut cellars beneath the Nuremberg castle. The packaging of the "AEcht Nuernberger Kellerbier" takes an authentic look back in time, with the beer label featuring a hand-drawn image 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.

The design faced a significant challenge. Apart from POS displays and cardboards, the AEcht Nuernberger Kellerbier brand is not supported by any classic or digital advertising. This means the beer label alone is responsible for convincing the target group and activating them to buy. Despite this, the design has been successful, standing out in its field.

The packaging design was created by Bloom GmbH Nuernberg, with Markus Walter as the designer and Ursula Zlamal as the illustrator. The text was written by Dieter Scheuerer, and the artwork was created by Sven Pirner. The creative director was Stefan Maier-Wimmer, and the project was managed by Ulrike Landauer. The team worked together to create a design that would honor the history of Nuremberg and Bavaria's brewing heritage.

The design was awarded the Golden A' Packaging Design Award in 2020. This prestigious award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. They are venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

In conclusion, the Tucher AEcht Nuernberger Kellerbier packaging design is a unique blend of history and innovation. It reflects the rich brewing heritage of Nuremberg and Bavaria, while also standing out in the modern market. It is a testament to the power of design and its ability to convey a story, connect with consumers, and ultimately, sell a product.