Jubel

When craft beer design becomes like wallpaper, how you cut through?

Challenger beer brand Jubel – inspired by the après-ski tradition of demi-peche – wanted to tap into the taste and lifestyle motivations of a modern consumer looking for lighter or gluten-free options and with a thirst to discover new and different drinking experiences.

Jubel

Jubel is an innovative, natural flavoured lager inspired by the après-ski tradition of demi-peche - a peach lager that was the drink of choice in the Alps for everyone from young 20-somethings to people their parents’ age.

One big, bold idea – ‘Live off piste’ – captures the central idea of breaking the mundane and taps into a more emotive and contemporary lifestyle experience. This is carried through to the ‘cut’ device of the new brand identity, symbolising the flavour cutting through the beer, and communicates the idea of ‘beer done differently’ to create the right opportunities for growth and to appeal to audiences looking to think, act and drink differently.

Client

Jubel

Mode of life

Taste

Media inquiries
Chantal Goodman
chantal@pearlfisher.com
 
London
+44 (0)20 7603 8666
New business inquiries
Jamie Chalmers
briefldn@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
New York
+1 212 604 0601
New business inquiries
Lauren Vellek
briefnyc@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
San Francisco
+1(415) 757-5010
New business inquiries
Paula Murray
briefsf@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
Copenhagen
+45 70 222 640
New business inquiries
David Ramskov Hansen
david@pearlfisher.com