For decades, it stood still, but now it serves an important purpose once again: the wheel that once powered the Munich ice factory. In the past, it enabled the production of beer at the Paulaner Brewery during the summer months, but today it plays a central role in the Paulaner microbrewery "Eiswerk". The development of the key elements of a reduced corporate design, which stands out clearly from the often graphically overloaded craft beer competition, preceded the packaging design. The relaunch strengthens "Eiswerk" in the portfolio of the Paulaner Brewery and is perceived as an independent brand.
„An idea is a thought. It's a thought that holds more than you think it does when you receive it. But in that first moment there is a spark.“
David Lynch