In 1546, Lucas Cranach the Elder painted Der Jungbrunnen, a surreal “Fountain of Youth” scene that captures a very human obsession: the idea that we can refresh, renew, begin again. That reference became the conceptual anchor for JUNGBRUNNEN, a beer branding project where I explored how art history can translate into a contemporary retail identity, with a visual system that’s distinctive, consistent, and built to live across touchpoints.
The hero product is a Watermelon Pilsner: crisp, light and sun-soaked, designed as a summer staple with a slightly unexpected twist.
What I designed
Brand identity + visual direction
Label system and information hierarchy
Carton packaging + dieline execution
Campaign touchpoints (posters + billboard/web banner)
Creative direction
The visual system draws on Art Nouveau ornamentation and the atmosphere of the original artwork, refined into a clean, repeatable structure. The result balances ornate detail with clear hierarchy, so the brand feels distinctive on shelf, but still reads fast.
Outcome
A cohesive identity system designed to scale across formats and future flavours — with consistent cues across packaging and campaign assets.
Tools: Adobe Illustrator, InDesign, Photoshop