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  • Diekirch Radler

    Type of work: Packaging and POS material
    Date: October - November 2015 (packaging), April 2016 (POS)
    Market: Luxembourg
    Client: AB InBev Luxembourg

    Radler is a highly refreshing mix of beer and fruit juice, already popular in many parts of the world. As the preferred beer brand in Luxembourg, Diekirch decided to launch its own lemon-lime version in 2016. With consumers growing more mindful about their alcohol consumption, Radler offers them a lower-alcohol beer alternative – and more occasions to enjoy Diekirch.

    K’s first assignment was to create a range of different designs as concept boards for consumer research on the new product, with the further objective of developing all of the packaging (cans, labels, shrinks, boxes and trays) and POS material (displays, posters, flags, etc.) for the launch of the new Diekirch Radler Lemon & Lime.

    The main creative challenge was to determine the best way to communicate the Radler variant while staying true to the design of Diekirch classic. In our exploratory, we studied how to introduce new elements such as typography, colours, and visuals of fresh fruit, all of which would contribute to a distinctive look and feel for the Radler. This included a series of tests to define the ideal colourway and colour combinations. The result was an ownable key visual for Diekirch Radler that clearly evokes flavour and freshness but still reflects the overall design language of the mother brand.

    As it turned out, the winning design did so well in consumer research that it was close to being finalised without many further adjustments. This brought us even faster to the finish line in developing both the packaging and POS material.

    The scope of the assignment was unusually broad, requiring our involvement from the upstream phase through to the final delivery: consumer research, creation of the key visual and the new look and feel, the Radler design and its implementation on pack, and the development of packaging and POS material. It is rare for a single agency to handle every aspect of a major product launch, and yet we succeeded in completing the assignment within a short time frame. It took us just one and a half months to finalise all the artworks for production, including colour proofing – thanks in no small part to our client, with whom we share a close and successful collaboration, sometimes on site in Luxembourg.