Packaging Design

Spezi means home and campfire to me. Seeing friends and laughing. Sitting together and also being able to be silent sometimes. For me, Spezi belongs to the regulars’ table and Schafkopf. And it is precisely for these reasons that I set out to rethink the previously almost untouched Paulaner Spezi design in a conceptual, contemporary and new way, but without changing the original character of Paulaner Spezi.

I derived the new color scheme as well as the shapes from the previous design, but transformed it into the modern flat design. The new typography is more uniform, more modern and less playful. Overall, the new design gives Paulaner Spezi a modern, young look and the opportunity to develop diverse campaigns from the cult beverage.