Dinkelacker
family brewery

the family brewery's
relaunch

INITIAL SITUATION AND OBJECTIVE

The Stuttgart-based brewery wants to really set itself apart from the competition. To do this, the company is going back to its unique selling point:

its family tradition. Panama is making this the focus of the beer label design and the brewery's communication.

IDEA AND IMPLEMENTATION

Apart from a short interlude, the company has been family run since it was founded in 1888. The company has always had close ties with the region and is devoted to tradition, quality, passion, commitment and sustainability.

Each of Dinkelacker's beers contains nothing but local ingredients and is made with a deep passion. This aspect is emphasised by the products' new look, characterised by the minimalist design of the labels and offering beer connoisseurs information on the taste, brewing techniques and the raw materials used.

The accompanying campaign focuses on the basics: the product and the local ingredients. The headlines promote the ingredients and the passion, and each beer speciality is clearly distinguished using a colour code.

OBJECTIVE ACHIEVED

THE FAMILY-RUN COMPANY TRULY SETS ITSELF APART FROM OTHER BREWERIES WITH ITS REPOSITIONING STRATEGY AND A CONCEPT THAT GOES BACK TO BASICS WITH ORIGINAL CRAFTSMANSHIP AND PASSION FOR BREWING BEER. IN RETURN, LOCAL BEER CONNOISSEURS VALUE DINKELACKER'S STRENGTH OF CHARACTER AND DELICIOUSLY FRESH BEER SPECIALITIES.