Founded in 1589 by the Duke of Bavaria, Hofbräu München is a classic, if not essential German beer hailing from Munich.

Like most beers, particularly german ones,  Hofbräu is deeply rooted in its visual heritage of traditional German bier halls. Although beautiful in its nostalgic heritage I felt that Hofbräu needed a modern refresh that matched its current appeal in the international market.

Pulling inspiration from Hofbräu’s historic roots, packaging and the vibrant abundance of the German beer hall I created a system that represents the juxtaposition of Munich today; a vibrant modern city with a rich a deep azure history.