Nine Centuries of Brewing Mastery. One Extraordinary Experience.
A proposed seven-story brewing landmark near Theresienwiese — Munich's first permanent home for its brewing heritage, celebrating the six historic Oktoberfest breweries: Augustiner, Paulaner, Hacker-Pschorr, Hofbräu, Spaten, and Löwenbräu.
The brand needed to carry two audiences: local Bavarians who hold the heritage close, and international visitors discovering it for the first time. Historically grounded without being nostalgic. Architecturally ambitious without being cold. Bilingual — English and Bavarian dialect — with equal weight and authenticity on both sides.
The Full Engagement.
Logo, color system, typography. Cormorant Garamond as the primary typeface — editorial, historically resonant, European in its bones. Dark background with gold accents drawing from Bavarian Baroque brewery labels and architectural lettering.
Complete identity guidelines in English and Bavarian dialect. Photography direction drawing from Munich's brewing architecture, historic documents, and the material culture of the Oktoberfest breweries.
Full single-page HTML site in English and Bavarian dialect — vision, experience, archive, breweries, location, sustainability, partners, structure, contact. Mobile-responsive, dark luxury aesthetic, hreflang tags for both language versions.
Content structure and copy for all six brewery partners — Augustiner, Paulaner, Hacker-Pschorr, Hofbräu, Spaten, Löwenbräu. Each presented with historical context and the brewery's role in Munich's brewing story.
Voice and tone defined for both language versions — formal and historically grounded in English, warm and vernacular in Bavarian dialect. The brand speaks differently to each audience without contradiction.
A brand identity and bilingual website built for a concept that doesn't exist yet — and already looks like it belongs on Theresienwiese.