Pech Brewery
Client
Pech Brewery
Location
Siegen, Germany
Year
2020
Info
The project’s goal was to create a concept for Pech Brewery, a fictional beer brand inspired by my own last name. This was during my internship at GFA Marketing.
Challenge
The main challenge was to design a brand that balances heritage and modernity: positioning it authentically within the competitive beer market while appealing to a younger, curious audience. This meant capturing traditional beer culture while giving it a fresh, contemporary lifestyle appeal.
Concept
Pech Brewery’s identity reflects a duality of classic roots and modern innovation.
Key principles included:
- Honoring tradition through typography, color, and packaging cues reminiscent of classic breweries.
- Inviting experimentation with modern layouts, bold accents, and a flexible visual system to accommodate both traditional and experimental beers.
- Lifestyle integration, ensuring the brand resonates with younger consumers without alienating traditional beer drinkers.
The product line was envisioned to include core traditional beers alongside experimental flavors, offering a choice between familiarity and discovery.
Execution
Logo and visual system blend traditional beer aesthetics with contemporary graphic elements, creating a distinctive shelf presence.
Packaging applied consistently across different beer variants, balancing readability and visual appeal.
Additional assets include marketing collateral, social media mockups, and promotional materials to communicate brand personality and story
Result
Pech Brewery successfully established a credible and appealing brand that bridges tradition and modernity.
Its visual identity and packaging communicate authenticity while standing out in a competitive market, creating strong brand recognition. By combining classic design cues with modern touches, the brand resonates with both traditional beer drinkers and younger, adventurous consumers, forging a meaningful emotional and cultural connection.
The project also demonstrates how thoughtful design and storytelling can build brand credibility and create a versatile systemcapable of supporting future product lines.
