RANDLE标志设计

兰德尔品牌隶属德国慕尼黑兰德尔啤酒有限公司,整体的品牌规划与包装设计均由北京博创设计规划设计执行,客户要求一看就要是德国啤酒,这好像有点难,什么是德国啤酒的形象,没有固定的定义。不可否认,德国啤酒作为博大精深的啤酒文化中占据着绝对地位的组成部分,对于啤酒技术和文化的发展都有着决定性的贡献,也诞生过很多可以流芳百世的经典产品和品牌,在国内虽然也有他们的身影,但早已被淹没在混乱的市场里。我们从德国的民族文化及啤酒传统文化来挖掘,在德国,啤酒总是与宗教和政治紧紧相连,德国最早酿造啤酒的历时可以追溯到3000年前,德国南部出现修道士酿造啤酒的风俗,由此开启了德国啤酒的文化之旅。


对于德国传统文化发展的了解分析,德国教堂、城堡、鹰、服饰等等,都会成为我们要视觉表现的元素,是德国文化直观的视觉体验和呈现,最终成为品牌包装与消费人群沟通的视觉符号,品牌整体设计有啤酒行业传统内涵,同时具有现代视觉设计美感。独特的符号提炼表现,让品牌更具个性气质及产品差异化。


RANDLE is belonging to Germany Munich Randle Brewery Limited. The overall brand planning and package design are implemented by Bofly design. The client asked for a package designed with German beer face, which is a little bit difficult. And there is no fixed definition for German beer’s image. It is undeniable that German beer take an absolute position in the broad and profound beer culture, and it has a decisive contribution to the development of beer technology and culture. Despite there are many classic products displayed in supermarkets, all kinds of other brands of beer cause them completely submerged in a chaotic market.
Excavating from the national culture of Germany and the traditional culture of beer, beer is always linked to religion and politics. The earliest beer brewing in Germany can be traced back to 3000 years ago.The cultural journey of German beer started with the appearing of  monks brewing beer in southern Germany.

With the comprehension and analysis of German traditional culture, German church, castle, eagle, clothes and so on, they all will be the elements of visual expression. It’s the intuitive grasp of German Culture. Finally, it becomes the visual symbol of brand packaging and consumer communication. The overall brand design has the traditional connotation of beer industry  and modern visual design aesthetic sense. It shows the product personality and differentiation in the performance of unique symbol.







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