Prost mit Dankbarkeit
A brand concept for a German craft beer that challenges the industry’s traditional visual codes. Tranke Bier celebrates LGBTQ+ identity by fusing urban aesthetics with the idea of ‘gratitude to the chosen family’, turning a consumer product into a manifesto of visibility and pride.
Category Disruption
Breaking the conservative aesthetics of German brewing with an urban, bold, contemporary visual language.
Avoiding Pinkwashing
Building a narrative around gratitude and friendship (chosen family) to create a genuine, lasting emotional connection.
Social Versatility
A scalable visual system that works both on social media and at the physical point of sale.
Concept Development
Defining ‘gratitude’ as the core of the toast and of the identity.
Visual Systems
Typographic and colour exploration balancing activism with craft quality.
3D Prototyping
Packaging modelling and rendering to see the design’s impact in volume.
Art Direction
Visual assets for a launch campaign focused on urban spaces.
More Than a Beer
The result is a brand with a powerful political and aesthetic voice. Tranke Bier doesn’t just sell a drink: it sells a symbol of mutual recognition, earning a unique position in Berlin’s craft beer niche.