Lokal Beer – Brand Identity & Packaging Design

Graphic identity, packaging and logo design for Lokal Beer from Toronto, Canada.

Lokal Beer is focused on brewing and celebrating traditional German style beers, using fresh (lokal) ingredients. Their first city-themed beer is a classic Düsseldorf Altbier.

The river running through the city – in this case the Rhine in Düsseldorf – is shown on the can in a simplified way.

Inspired by the brand name the design draws from simple and bold map graphics and is referring to typical German informational “Autobahn” aesthetics.

The logo symbol combines the two L’s from the name while pointing backward to brewing tradition and forward to brewing innovation.

At the same time it marks the spot of the featured location.

The colours draw from Düsseldorf’s crest colors underlining the heritage of the beer style.

While being very clean and straight-forward the chosen typeface “GT Haptik” has interesting characteristics.

→ Briefing

Picpacker Motion Design needed to renew their brand identity. Their old one felt dated and wasn’t representing their company philosophy well enough any more.

→ Process

In personal meetings and video calls we discussed different directions. We presented three possible design directions. One of them was chosen and we improved it to fit them well.

→ Solution

We designed a visual system of geometric shapes to represent their versatility. The shapes are used in their animations and representative printed stationery.

→ Success

Their clients approved of the new identity right away. After a few months in use Pickpacker remains confident about their new look and uses the geometric shapes in their animations.