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28 - 30 November 2023 / Nuremberg, Germany

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Special design show: time to rethink – Design Edition

Unusual use of form or new packaging materials: design gives important impulses for the development of a brand’s personality
Unusual use of form or new packaging materials: design gives important impulses for the development of a brand’s personality // © Mark Braun Studio

In the context of BrauBeviale Special Edition 2020, bayern design and NürnbergMesse are taking a new approach with the special design show ‘time to rethink – design edition’. The two organisers understand the opportunity and enhancement presented by the possibilities of digital exhibition formats. This is why they are presenting the people and perspectives behind them using digital video interviews. The special digital show for the BrauBeviale Special Edition can be seen at and

Design in the beverage industry

Agility and resilience are keywords when it comes to skills used by entrepreneurs to constantly adapt to changes and new realities. For some years now, bayern design and NürnbergMesse have been presenting examples of approaches like these from the design sector in the context of various trade fairs. They clearly show the respective industries which new paths can be taken, as well as how methodology and determination can be used as differentiators and USPs, which are key to the success of sustainable entrepreneurship.

Strategic use of small batch production series

Designers, entrepreneurs, and also experts from sectors such as digitalisation, marketing, product development and sustainability, don’t just put forward a trade fair exhibition, they also explain their motives and background, and they use different methods to show which new directions they could take through the use of small batch production series and developing new products and ways of communication – both in large companies and SMEs. The Innovation LAB on the Center Stage of BrauBeviale@stage and vividly complements the digital exhibition with live contributions about new fields of activity in the areas of life-centred design (Lena Jüngst, Air Up), brand design (Lukas Dudek, taste!) and materials innovation (Aart van Bezooijen, Material Stories).

This focus for the exhibition was chosen deliberately, as small batch production series can create space for activities like these. It offers the opportunity to explore new markets and materials in an experimental way alongside a company’s core business. Small batch production series have long since become much more than just a playground for inspirational ideas. In the beverage industry, this type of production is used strategically. It opens up new solutions and disruptive approaches to topics relevant for the future. It offers the opportunity to appreciate new common values, to further develop one's own understanding of roles, and to assume social and environmental responsibility. The end result is the creation of new USPs that strengthen the company's own position in the market in the long term.

Self-cleaning drinking bottles and illuminating elements on labels

Justin Wang, CEO of LARQ in California, is focusing on new technological applications with an innovative type of drinking bottle that cleans itself using UV light. Marco Graeber from the start-up company INURU in Berlin has the same focus: he is presenting ways of using OLED technology to print illuminating elements on labels – which he says is affordable and can also be used in larger production series.

Martin Gruber and his team from up2u in Nuremberg and the product designer Carina Frings from Udo Duo in Cologne are developing completely new products for the takeaway market. While up2u is launching ‘MuC – My Useful Cup’, a practical to-go cup that can be made smaller when not in use, Udo Duo is dispensing with takeaway cups completely and presenting a flexible lid that makes every cup portable.

Social responsibility and biodegradable trays for drinks cans

Jorge Reynoso goes one step further with E6PR from Mexico City. The four- or six-pack packaging for beverage cans is made of biodegradable and edible material, therefore helping to achieve a cleaner environment.

Lisa Reimann (LESS Studio) and Silke Philipps-Deters (Designforum Rheinland-Pfalz), are taking on social responsibility together with 13 other women by bringing a Rhineland white cuvée blend wine to the market with a deliberately surprising brand appearance. The proceeds from ‘Trink mehr M!LCH’ (‘Drink more M!LK’) will benefit an association called ‘Discovering Hands’, which trains visually impaired women to become medical breast cancer examiners using tactile perception.

Two exhibits are dealing with the topic of consumer goods in our society. For the Tunisian design label Marlo&Isaure, Swiss product designer Dimitri Bähler developed a series of handmade pitchers and drinking glasses that are derived from the use of form seen in industrially manufactured products.

Glass design and wooden beverage crates

Spanish industrial designer André Ricard designed the Càntir 2020 pitcher for this year's edition of the Festa del Càntir, based at Museu del Càntir in Barcelona. He impressively demonstrates how a centuries-old everyday object can be redesigned and even improved in terms of functionality.

Laura Jungmann developed a range of products based on her diploma thesis together with glassblower Cornelius Réer. They modify industrial products like a simple beer bottle and gave them a new purpose and meaning by reshaping them.

For Die Neue Sammlung, Christoph Böninger von Auerberg developed the BOTTLE BOX, a multi-use beverage crate made of high-quality oak and spruce, inspired by the Ulm stool’s reduced use of form.

Mark Braun shows that an iconographic brand USP can be created with a unique bottle, as demonstrated with his vodka bottle for the Baden-Baden label Bénazet, whose use of form elegantly addresses the production process of the beverage and local architectural features.

Ceramic bottle and selfie campaign for Budweiser

Kevin Roberson and his team from California's Swig Studio are not only trying their luck with a new bottle, but also with a completely new brand image including a new material: the ceramic bottle for Bozal Mezcal is a well-made object that reinterprets traditional vessels and manufacturing methods.

With ‘Twenty Stories’, the Greek Caparo Studio succeeded in creating a wonderfully illustrative campaign that celebrates the 20th anniversary of Lidl Hellas. The campaign comprises 20 different stories on wine labels, and it was honoured with one of the most prestigious awards in the advertising industry: the D&AD Wood Pencil.

Working in an equally illustrative way is Eva Wünsch, who draws on traditional materials with her collage style for ‘the bottled bar’, but with a careful and attentive eye for achieving a diverse and multifaceted society.

Julie Rutigliano and Fernando Passos from the New York agency Jones Knowles Ritchie have shown how perfect their sensitivity for social phenomena is: For the #selfiebud campaign, they simply mirrored the label on Budweiser bottles so that it could be read the right way around when taking a photo or recording with a smartphone’s front camera. The campaign surrounding this simple and analogue adjustment went viral and also won the team – alongside the Caparo Studio for Twenty Stories – a D&AD Wood Pencil.

Automated design and wine bottles that fit through your letterbox

Santiago Navarro and his team from Garçon Wines see themselves as radical disruptors of the entire wine market with their new Letterbox Wine. Looking mostly the same from the front, their wine bottles have a flattened alternative shape seen from the side. Made from recycled PET, the bottles fit easily through standard UK letterbox-size slots, making distribution much easier, especially for online retailers.

Generative graphic design offers similarly radical possibilities for change. Patrik Hübner from Paderborn developed a series of 100,000 individualised bottle labels for the Australian wine label La Cosette, and he sees a lot of design potential for the future in the creative interpretation of data.

When it comes to getting data from your bottle onto a smartphone, there are several examples from our special show that demonstrate how this is already technically very feasible: Peter Wills from the Scottish whiskey distillery Kilchoman relies on NFC (Near Field Communication), whereby whiskey lovers can look up additional information and offers related to the beverage and brand.

Somewhat more spectacular are solutions using augmented reality, which playfully bring a bottle’s label to life, creating a new level of communication between brand and customer. While Florian Koller of Wien Gin developed the app in collaboration with design students, it was Nicola Pavesi and his team at Publifarm who already gained experience using this technology in various industries and were able to make meaningful use of it during their long-standing collaboration with the wine label La Pettegola.

Special digital show with 20 videos

The bayern design exhibition in cooperation with NürnbergMesse shows that, whether through radical change or gentle transformation, the end result is a reinforcement of a company's products, its employees and its image. These improvements have been tried and tested for their success and acceptance, and, according to a holistic understanding of design, they involve all parties in the process. The exhibition organisers invite you to visit the special digital show with its 20 interviews at