From the logo, colors and imagery to the tagline – all corporate design elements consistently refer to Private Brauereien’s reason for being: beer. The logo consists of a star symbol and the wordmark »Private Brauereien«. The star consists of circles of various sizes, reflecting the wide variety of beers united in this association. At the same time, it creates associations with the members’ products (beer foam) and indicates their especially high quality (star). The tagline, »Variety is our beer«, incorporates the underlying idea behind this merger of several breweries in one strong industry group. It also supports the visualization of this idea in the symbol, and expresses the association’s expertise in a humorous way. The imagery and brand colors, which range from dark brown to orange and brilliant yellow, complete the reference to the organization’s core business.

Involved areas of expertise


  • Corporate design
  • Brand name
  • Product name
  • Logo development
  • Tagline
  • Naming
  • Imagery
  • Corporate image brochure
  • Company campaign
  • Advertisements
  • Product campaigns


Private Brauereien


Retail, Industry


Corporate design and tagline



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