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Challenge
Keep The Fest Going
Munich has canceled its annual beer celebration Oktoberfest for the second consecutive year thanks to rising COVID numbers.
solution
Two of the biggest elements of the German celebration in one can
We made it easier than ever to tap into the spirit of the season. With assistance from Captain Lawrence Brewing, fans can celebrate Oktoberfest with a limited-edition beverage. Introducing Snyderbier, a beer crafted with real Snyder’s of Hanover pretzels.
Approach
Oktoberfest fare at it finest
To cut through a category as competitive as beer, every element — from pretzel to pour to materials out in the world — had to be designed from scratch, inside and out. Inspired by classic Oktoberfest fare, like the Bavarian crest, we gave each element a modern twist, featuring custom lettering and illustrations that were anything but customary.
