Paulaner Bräuhäuser – Worldwide
The concept restaurants of Paulaner swiftly became one of the most important ambassadors of the brand worldwide, transforming each location into an institution, with in-house breweries and brewmasters. For more than 25 years, they have offered a unique combination of Bavarian tradition and the spirit of Munich. At over 35 locations worldwide, they represent the Bavarian way of life. The new identity, with its first launch in Singapore, conveys this feeling through design and communications.
Statement of the jury
This striking design adroitly engages with traditional Munich elements, which – with humour, charm and a dollop of self-mockery – it skilfully transposes into modern and internationally intelligible branding.