Wernesgrüner repositions itself

The new brand identity is deliberately intended to combine tradition and modernity and can be experienced across all channels: all Wernesgrüner products and sales units, as well as the entire external appearance, will be gradually converted, according to a statement.

The Wernesgrüner product range will be given “a clear and modern look that expressively stands out from the competition.” The guiding principle “More connects us” is now also to be reflected in the design through connecting elements: When people spend time together in a company, they like drinking Wernesgrüner together. This emotional social bond is now symbolized by a beer glass with a foam crown and the Wernesgrüner “W”.

For the first time, the brewery’s origins are explicitly emphasized: the Wernesgrüner brewery appears as illustration on bottles, cans, six-packs, and many other touchpoints, and thus has a fixed place in the design. During the design development, some significant elements such as the red quality seal, the diagonal Wernesgrüner lettering, and the date 1436 have been kept, further developed, and prominently integrated into the new design. The product-specific color design of the labels is also intended to provide greater differentiation between the beer varieties.

Katja Wüstling, Senior Brand Manager at Wernesgrüner, explains, “Some familiar design elements have been specifically elaborated and reinterpreted. They now form an ideal bridge between the new orientation and the long history of the brand.”

Lebensmittelpraxis