To create a label for a limited edition India Pale Ale from Hirter Bier.
Creating a variety of designs involving typical Austrian elements for “the IPA from Austria”. Incorporating Hirters slogan "True Passion" into the design. Eventually the client asked for a design using copper in the name and the visual, so a bold, typographic solution was created.
Agency: Young & Rubicam Vienna
Creative Director: Alexander Hofmann
Design: Kathrin Janata, Daniel Erhold