Underberg

NATURAL HERB BITTERS

Package Design

This design was inspired by sustainability and package material reduction. The "unwrapping" experience, single portion bottle, and brand loyalty were aspects of
the brand that research proved to be absolute. With this in mind, the new face
of Underberg was realized. 
 

Execution 

This package re-design celebrates and enhances the "unwrapping" experience that is deeply ingrained in Underberg's nearly 200 year old tradition of single portion delivery. Inspiration for the hand-rendered logotype was derived from German typography in the 1800's and is the result of in-depth typographic exploration.

Research 
Identity
Typography 

Brand development
Logo design
Prototyping
Package design
Sustainability
3D-Modeling

Company founder Hubert Underberg launched his unique product on the market in 1846 after many years of careful development. Underberg was soon appreciated in many countries. Production ceased in 1939 due to lack of raw materials and was restarted in December 1949. The drink is usually associated with its portion-sized 20 ml bottle, designed in 1949 by Emil Underberg, grandson of the founder. For five generations, the Underberg family has manufactured its herbal digestive in Rheinberg, according to the secret semper idem (or “always the same”) procedure. 

Logotype process

This typographic logo design draws inspiration from the marriage of 17th century embellished typefaces, and the tall clean lines of modern typography. The balance that evolved from this pairing was accomplished through multiple explorations of typographic design.

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Research & prototyping

Underberg was an unexpected discovery when browsing the shelves for my next package re-design. In an attempt to create as organic a brand experience as possible, I played the role of consumer. From unboxing to re-imagining, my Underberg journey inspired this design.

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Final design

Underberg was an unexpected discovery when browsing the shelves for my next package re-design. In an attempt to create as organic a brand experience as possible, I played the role of consumer. From unboxing to re-imagining, my Underberg journey inspired this design.