It is not just a rebranding that Bavaria has made in recent months. The Swinkels family, flying from the Brabant Lieshout the brewery for over 300 years running, wanted to return to base. Result: the 'heritage' is visible again, with new, 21st century élan.

Go south young man
The new corporate identity on crates, bottles, cans and kegs in the Netherlands is now a fact. The brand has redefined color blue. The crate labels, secondary packaging the cans and the Bavaria-shelf color blue, which claimed a clear position. Equally important part of the new look is the new icon designed by Total Identity in the form of a compass points south. This compass is a symbol of independence and the personal direction of the family business. A triangle with rounded sides served as the basis for the design of all materials.

Tricoid as archetype
Bavaria invited Total Identity to assist in designing a new look. The cooperation with Total Identity threw really quickly pays off. Hans P Brandt, Total Identity: "We came to a basic design for completing the triangle with rounded corners - a so-called tricoid. It was originally designed by Seymour Powell and the British agency Brandnew, and full of hidden symbols. It refers to the three brothers who brewer Swinkels growth since then, the triangular new headquarters in Lieshout state, and philosophical in nature: to three v's, representing the three basic needs: freedom, security and fertility. Important for the development of formal language is the discovery of a mat containing a red triangle at the beginning of 1900 the first Bavarian-coasters adorned. That a seemingly ordinary meaning triangle finally got there by a compass to be forged, the merit of Total Identity. There's also the relevance of the design and identity and attitudes come together in a picture. "

Identity Archetype of Bavaria: the Explorer
Desire: Discover the world
Purpose: A better, more authentic and fulfilling life
Fear: Caught touch, inner emptiness, do not exist
Strategy: Travel, new experiences
Danger: Dolen, a failure to
Gift: autonomy, ambition

According to the dictionary is an archetype and an inherited pattern of thought or symbolic imagery derived from our collective consciousness.

The various components that features a compass.
The symbol is gaining strength in the design process.

Unruly icon
The triangle appeared to be the prelude to one - in beer terms - revolutionary form and imagery. Bavaria wanted an evolution of the brand but it was a revolution. All praise to the courage together to the board have shown.
When the architects of the first compass Total Identity sketches laid on the table, it was a eureka moment. It reflected their own way for centuries Bavaria treads. In the final compass are also very nice family values hidden, including the needle to the north but not south points. Normally a compass round, the Bavaria-compass is triangular. This is not only legal but also practical differentiating value received. The new icon has the potential to grow into a globally recognizable icon beer.

Fire follows form
All in all shape and reinforce each image. No other beer has for each other. Bavaria's triangle was next to the compass, the starting point for the glass, the beer tower and mat. Salient detail is that the beer tower because of the special lines stand out from any viewing direction. It is a kind of pioneer flag is planted on the bar.

Bavaria is the family business run by the seventh generation of Swinkels. Marketing Director Peer Swinkels said in an interview that the brand needs to Bavaria to recognize the shapes and lines. Swinburn is like taking the comparison with a strong car manufacturer like BMW. Without the BMW logo is still recognizable as a BMW. In other words, a good three-dimensional design makes it virtually unnecessary mark. Bottom line is that this vision a compelling brand personality has been obtained. With a sensoryform (Seymour Powell, London) and relevant imagery (Total Identity, Amsterdam) as important pillars.
And it's also awfully nice, but in that order.
 

For more information please contact: Hans P Brandt: hpbrandt@totalidentity.nl