Rüsselsheimer Bräu

We developed an ongoing series of illustrated beer labels for German brewery Rüsselsheimer Bräu, with ten designs brought together here. Rather than applying one fixed visual template across the range, each beer became an opportunity to create a completely different world around its name, style and personality.

The playful German beer names became the starting point for each concept. Devils, witches, strange creatures, unicorns and larger-than-life characters gave us a way to turn each name into its own visual story, combining character illustration, custom lettering and deliberately different colour palettes. Small jokes, references and hidden details were worked into the artwork throughout, giving each label more to discover on closer inspection.

Although every beer has its own identity, the hand-drawn approach and sense of humour connect the collection. The result is a packaging series where every new release could go somewhere unexpected while still feeling unmistakably part of Rüsselsheimer Bräu.