The strategy for Krone was to boldly stand out on the shelf, yet show an elegant simplicity. The design had to find the balance between daring to challenge the commercial market with an unconventional look, while still having just enough beer tradition to compete against the established brands.
Krone is an organic product, but we did not want Krone to look like stereotypical organic products, which are often recognized by raw paper, organic decor elements and ornaments.
We developed a frosted glass bottle that stands out and gives a tempting, cold look. This is unique among beer bottles worldwide. We stripped away all that wasn’t essential, creating a sense of purity and setting the focus on simple frosted glass. Graphics are silkscreened directly onto the bottles, using real gold. The cans (0.4L size) with a matt finish, work in visual harmony with the bottles.
The design is simple and modern, while the name and colour hint at beer tradition and quality.