I like the replication of the staircase icon within the actual label placement on the bottle in this project. Here's what Richard says about the design:
"Objective:
Update identity and packaging for one of Austria’s oldest beers for distribution in North America.
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Description:
Introducing a beer into an already saturated market a difficult task, but when the beer brand has such a rich history it’s a little easier to distinguish it from the competition.
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Retaining the brand's extensive elements; bold blackletter logo treatment, the staircase icon, and deep crimson red kept the familiarity within the brand. But updating and incorporating new elements such as the diagonal rising label mirrors that upward motion of the staircase logo, brings some contemporary feel to the traditional brew."
