The creative idea was to make a sophisticated bottle with strong connotations to other premium segments and add a tactile element that makes the product experience transcend the beer itself. A visual representation of a light, fresh lager for premium occasions.

Disruptive in the category by stepping away from the standard bottles, cluttered graphics and the colours green, brown, white and red.

We used visual cues from other premium segments to create an irresistible yet sophisticated lager experience for a new premium context. Adhering to the belief that less is more.

By creating a unique mould for the transparent glass bottle we got the instant tactile element needed. The vertical pillars provide great hand factor – inspired by old perfume bottles from the early 1900's.

Graphically, the logotype was inspired by the brand's Bavarian heritage by keeping in line with German typographic tradition but still updated for its contemporary setting in Berlin.

The label was made smaller than category standards to communicate a high premium level.

The written word on the bottle was reduced to its bare minimum, referencing premium fashion brands, rather than the talkative and often tongue-in-cheek tonality of other beer brands.

The overall impression is that of a premium, category disruptive product, while still being a beer brand.

As a small player, Noam has limited resources to communicate its brand. In fact, all of its brand values need to be communicated through the actual bottle. Therefore, the design solution is a key brand and company asset for positioning, recognition and future growth.

For the consumer, the value is a brand that stands for something unique within the beer category; a premium and sophisticated brand that celebrates the fact that a lager can be one of the finer things in life.

PRESS: Wallpaper (a full-page article), Harper’s Bazaar, Highsnobiety, Zeit Magazin, Interview Magazine Germany, L’Officiell Italia, Aiga Design, GQ Germany Online and are invited by Vogue Germany to exhibit at the annual Vogue Salone in Berlin.

COLLABORATIONS: Thomas Tait for Paris Fashion Week, Alexander de Butak, Acne Studios, International Editorial Design conference, 25Magazine+AnjaRubik,

SALES: Noam is available only through their web shop and exclusively at Colette in Paris.