Hadmar and Weitra Bräu

Two originals of the beer factory Weitra Bräu

Hadmar Weitra beer portfolio relaunch graphic design packaging design branding strategy line extension logo design

As early as 1321 A.D., the Habsburg king "Friedrich der Schöne" granted the citizens of Weitra the privilege of the brewing and sales monopoly for the town in a document. In 2003, the Karl Schwarz family of brewers takes over responsibility for the brewery and successfully positions the brand in eastern Austria. In the Weitra Bräu beer factory, two beers with their own unique and unmistakable character are brewed to this day according to old craft recipes: Weitra Bräu - the light beer and Hadmar - the organic beer.

The design of both beers was revised in a relaunch. This resulted in a rich, more concise label design for the core product of the beer workshop, Weitra Bräu, in the familiar color scheme of beige and gold - entirely in keeping with the taste profile of the mild pale. The word mark and the coat of arms have also been slightly adapted without changing the traditional character of the brand.

Hadmar - the organic beer is the special beer from the Weitra Bräu beer factory, it is brewed with a commitment to a lifestyle close to nature. Thus, Hadmar was strengthened in its organic look by a higher proportion of green and the more prominent claims in the key visual. The traditional motif of Hadmar II von Kuenring, the brewery's eponym, was carefully revised and integrated more prominently into the label design as a clear commitment. The word mark "Hadmar" was also slightly adapted in terms of legibility.

The décor of both beers is supported by adapted, high-quality six-pack carriers. The new design is further enriched here by the lovingly told story of the brewing town of Weitra and its beers.