ACNE is a creative consultancy building brands by combining Art and Industry. An entrepreneurial collective of thinkers and makers; designers, writers, strategists, film directors, photographers, art directors and producers.
The brief was to create a new brand that disrupts the beer category and reestablishes the status of lagers by becoming the preferred choice for premium occasions where Champagne, Chablis or cocktails are the norm. By fusing Bavaria with Berlin, we created a product linked to the past while being anchored in the present.
The creative idea was to make a sophisticated bottle with strong connotations to other premium segments – such as fashion, perfume and classical architecture – and add a tactile element that makes the product experience transcend the beer itself. A visual representation of a light, fresh lager for premium occasions. Disruptive in the category by stepping away from the standard bottles, cluttered graphics and the colours green, brown, white and red.
Awarded Bronze in Canne Lions and Yellow Pencil at D&AD.