DAB, which stands for Dortmunder Actien-Brauerei, is a German brewery and a beer brand owned by the Radeberger group. Sold around Europe, it was recently redesigned by an Italian agency, Robilant Associati.
The redesign carefully preserves the equity in the previous label, but opens it up gently.
A long-established brand of the German Radeberger Group, DAB is a brand of raw lager (single product) that is very successful on foreign markets. Although it is very well known with a well-established, prestigious level of consumption, the brand wants to update its image, making it more modern and above all more in line with the product’s perceived quality. The redesign exploits the brand equity constituents, giving them a new hierarchy and therefore greater readability. Its characteristic green bottle instead of the usual brown and a geometric gestalt inspired by the famous Jugentil architectural movement are preserved and highlighted as elements of great distinctiveness and personality.A conservative restyling which tells a true story in new words, enriching the brand’s past with new content with a more contemporary, distinguishing meaning. - Robilant Associati
|Old and new bottle labels.|