Eichhof: Eichhof Beer redesign

Beer brand Eichhof made a comeback by drawing on its 188-year-old roots in the redesign of its packaging in Switzerland.

1. Executive Summary

188-year-old Eichhof was a much-loved and highly respected beer brand - so much so that a handful of locals had tattoos of the brand's iconic squirrel.

In 2008, Holland-based Heineken purchased the brand and brewery. People feared that their favourite beer would lose its strong regional Swiss roots. Plus, with range expansion over the years, the brand design had become inconsistent, with little distinction or consumer connection.

A central design idea and complete brand portfolio redesign were needed to make the brand more meaningful and different, to re-engage with the target audience and thereby gaining back Eichhof's...

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