Alpirsbacher Klosterbräu
Time may have stood still in the Black Forest. But never a beer. Good food and refined hospitality are very much appreciated in the Black Forest. It is therefore not surprising that Alpirsbacher Klosterbräu brews its own beer for every taste. From the classics like Spezial and Pils, to the young wild ones like the "Kleine Mönch", to a wide range of non-alcoholic brewing specialities such as a naturally cloudy Radler completely without alcohol.
The beers taste so good because the experienced brewmasters carefully watch over the adherence to the traditional recipes. They use only the best hops, selected malt, a noble yeast strain and one of the best brewing waters in the world. Even today, just as in the founding days, it arrives untreated directly from the source into the brewhouse.
Packaging design
The art of brewing and tradition-conscious design join hands
Demographic and socio-cultural influences have permanently changed the consumption behaviour of Germans and breweries had to struggle with declining beer consumption. The demand for more authenticity, regionality and artisanal brewing coupled with a growing health consciousness had a decisive influence on demand - the traditional brand Alpirsbacher Klosterbräu , deeply rooted in the Black Forest, also felt the effects.
Targeted storytelling within the product portfolio
Following a re-segmentation of the full-range brewery's product portfolio, RKD assigned a clear role and story to each product range, as well as condensing the visual brand identity and translating it into a new design language.
Natural and illustrative design elements
RKD drew on the brand history of "Glück, frisch gebraut" (Happiness, freshly brewed) and its location in the Black Forest as content orientation and reinterpreted the visual brand design elements at brand, segment and product level. A high-quality label finish paired with natural and illustrative design elements underscore the brand's origins and at the same time emphasise the craftsmanship and regional heritage of Alpirsbacher Klosterbräu.
Innovations such as "Kleiner Mönch" and "Schwarzwald Michel" have set new impulses and millennials have also rediscovered the product benefits of the legendary "Klosterrange" and classic beer ranges.
Alpirsbacher Klosterbräu has successfully "fresh-brewed" itself in the truest sense of the word: the brand is winning over the next generations of beer consumers and achieving enormous growth for all product ranges.
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