Summer advertising campaign for Löwenbräu beer

Löwenbräu is a classic premium Bavarian beer with a dense foam cap, a slightly bitter taste and a rich hop aroma. It is produced in accordance with the German «Beer Purity Law» of 1516 only from natural ingredients.

According to the Law of the Republic of Belarus on Advertising it is prohibited to place advertisements of beer and low-alcoholic beverages on posters, stands, light boards and other means of outdoor advertising. This requirement does not apply to beer advertisements containing only information about beer producers, including their names, and trademarks used to designate beer.

We therefore combined a recognisable shape, an essential ingredient and one of Bavaria’s official flags to create a visual that natively tells about the subject of the advertisement, but does not directly show it.

Thanks to this solution, the intense flavour of the beer was clearly shown and its Bavarian origin was conveyed.