Ittinger Beer

Redesign of the First Swiss Amber Beer

A contemporary take on heritage, rooted in place, people and purpose.

A JOURNEY TO THE SOURCE

The redesign of Ittinger Beer began not in the studio, but on the grounds of Kartause Ittingen—the historic monastery from which the beer takes its name. The team was struck by the atmosphere of this extraordinary place: calm yet powerful, rich in symbolism, and grounded in values like balance, inner strength, and self-reliance. This wasn’t just a visit—it was an immersion. Walking the gardens, observing the hop fields, and connecting with the people who maintain them, we quickly understood that this beer is more than a drink: it’s an expression of place.

DESIGN THAT INVITES YOU IN

Having had the chance to live and breathe Kartause Ittinger, we drew inspiration from the details hidden in plain sight. One, above all, stood out: the iconic hexagonal windows. We reshaped the label to mirror this geometry, transforming the packaging into more than just a visual cue, making it a symbolic doorway. With every bottle, the consumer is no longer just a spectator, but a guest invited into the story of Ittinger.

ROOTED IN ITS LAND

What sets Ittinger apart is its authentic connection to the land. The hops used in its beers are still grown and hand-picked at the Kartause, cultivated with the same care and intention that defines the entire place. This local, manual process speaks to a broader philosophy: that value lies not in excess, but in craft, continuity, and attention to detail.

A CAMPAIGN THAT’S EXCITINGLY SIMPLE

To bring this new identity to life, we created a campaign built around Ittinger’s brand essence: “Excitingly Simple.” The campaign became an invitation to enjoy beer with presence, purpose, and a quiet kind of pride—just like Ittinger itself.