Eichhof goes minimal within the new visible identification
Eichhof, now owned by Heineken, has been brewing beer in the Swiss city of Lucerne for over 185 years and is still closely associated with its home region.
Heineken commissioned Pearlfisher to further develop the Eichhof brand and its 13 different varieties for a global market. "Eichhof is legendary in the Central Switzerland region, but its current aesthetic was inconsistent and there were hardly any differences between portfolio and shelf," says the agency's chief strategy officer, Kristoffer Fink Parup.
“We wanted to strengthen the sense of community, the locality and the brewing tradition that makes Eichhof so special and carry this out into the wide world with a modern creative idea that enables people to try and experience everything that Eichhof has to offer . "
The most noticeable difference, which revolves around a new brand positioning, is a more modern version of the distinctive Eichhof squirrel from the 1960s.
"By redesigning the word mark to match the squirrel's design and by creating a clearly repeating squirrel pattern on the Eichhof can, we're opening up this aspect of the narrative to potential new audiences," says Parup.
While keeping the company's yellow brand color, Pearlfisher worked with Lucerne-based artist Amadeus Waltenspühl to redesign the packaging for the entire range of beers.
Waltenspühl's black and white illustrations are accompanied by hits of color, while the newly designed labels refer to Eichhof's legacy with details of the beer founder and the date of establishment.
pearlfisher.com