The brief: To create an Anchor & Chain icon.
The context: König Pilsener has traditionally ranked as one of the first premium German beer brands, established 1911 in the city of Duisburg, in the Ruhr area. The Hamburg based brand agency justblue signed responsible for the latest logo rejuvenation, packaging redesign and relaunch campaign.
What I did: For years, the main key visual element of the König Pilsener brand has been the golden crown on the red circle. The crown always represented the highest quality character of the beer. In order to add a reference of origin and tradition, I was asked to craft a classic Anker illustration to be combined with the existing crown icon. The Anker stands as a symbol of the inland harbor of Duisburg, the down-to-earth nature of the Ruhr area and the pragmatism of its people. My challenge was to create the Anker & chain icon to work well with the aesthetics of the golden crown element, as well as with the König Pilsener typeface. In addition, I re-mastered the three badly recognizable medal illustrations on the bottom of the beer label.