Rock Äle

Insight
A new Austrian craft beer brand taking its name from the rock and stone that characterise Austria and its mountains.

Brief
To design an identity and labels that refects the Austrain mountains as well as the rebellious attitude of the popular rock music scene.

Solution
The background, reminiscent of revolutionary propaganda, reflects the non-conformist attitude of Rock Äle. A distinctive Austrian identity was crafted using the umlaut on the letter “Ä”, combined with “R” to form the shape of a mountain top.