A unique name for a beer should become a unique label including communication. In fact, “Fucking” is an Austrian community. And “hell” stands for the light beer that is to be marketed internationally under the brand in the future.

What’s obvious when a beer means fucking bright? The brand protagonists are little angels and little devils – in this case mirrored in the brand logo. The original logo looked a bit slow and unobtrusive and did not really fit in with a beer label. After a joint brand workshop and various design routes, the decision is made. The picture mark is now structured in such a way that angel and devil are reflected ideally. Since metallic colours are not uncommon on beer labels, they help to locate them in this segment. The favourite from market research signals a beer brand both formally and aesthetically, but at the same time appears more striking and modern due to the squeaky green tone used.