Kralle is a beer packaging project that personifies the spirit of the heraldic eagle, a monarchical symbol that is strongly referenced in the ambiance of German traditions. Having adding a glimmer of inspirations from the coat of arms worn by army commanders: the richness of the typography and label ornamentation reflects the historical nature of those times. Similarly, the rhythmical lines etched onto the beer bands wrapping the entire bottle provides the sense of embroidery crest, reinforcing the ideal of military status and family. The concept development for the packaging embraces the methods of having the bottles either lay up or down within the case to create space for storage shelving and to absorb better moisture while maintaining balanced flavors.
Designed by: Brian Lam, Canada.