Mühlen Kölsch
Brand Strategy
- # Strategische Markenberatung
- # Webdesign Agentur
- # Packaging Design
- # VFX / CGI / 3D Animation
- # Social Media Marketing
VUCX is orchestrating a comprehensive brand repositioning for the traditional Cologne-based brewery. The project includes the development of an updated brand logo, a new website, a redesign of the product packaging, and much more.
The traditional brand Mühlen Kölsch is painfully feeling the effects of heightened competition in the beer market. The brand is being pushed out of kiosks and supermarkets – additionally, local competitors benefit from cost advantages as they've relocated their breweries to greenfield sites.
A turnaround is being achieved through a new Brand Strategy and a comprehensive marketing plan, including a dual brand concept, promotions at the brewhouse, in retail, online, event sponsorship – as well as a brand redesign. The success of the campaign, which we supported both strategically and operationally, is reflected in the brand’s continuous growth within a declining overall market.
New Product Design
The update of the product design – driven by VUCX – was an important step on the way to a contemporary brand identity. The newly designed bottles, whose classic shape has remained unchanged, are now adorned with a triangular logo, which gives the product a striking unique selling point in the competition.
The re-design was the result of intensive, data-based research and close cooperation with all relevant stakeholders. Always in focus: The aim is to tell a coherent brand story that communicates the company's value and uniqueness and reflects the fresh character and vision of the brand.
Brand Logo Update
In addition to the new product design, VUCX also updated the Mühlen Kölsch brand logo. The changes in design pay tribute to a modern and fresh image that confidently transfers the traditional brand essence into the present.
Before and after comparison of old (left) and new (right)
logo & sketches from the development process
The Client: The brewery "Zur Malzmühle", opened in 1858, is a real family brewery which is now run by the fifth generation. Mühlen Kölsch is still brewed in the heart of Cologne's Old Town, where the historic Brauhaus "Zur Malzmühle" is one of the most popular meeting places for friends of Cologne's tradition and drinking culture.
