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It all began with a bold move on the part of the feldmann+schultchen (f+s) design studio to clinch a commission to develop a new brand appearance for Hamburg’s local “Astra” beer, a brand that enjoys cult status in that city. In contrast to the traditional beer marketing approach of carefully nursing the existing brand elements, the f+s team decided to create a completely new brand logo. Suggesting modernity, pithiness and originality, the “anchor heart” is a real exception in this otherwise highly conservative product category. The new logo incorporates communication and a symbol at the same time, shaping the brand’s appearance all the way from its packaging to the new product lines developed by f+s. The brand’s new potency also opens the door to the snappy design of the Astra Alarm and Astra Sünde line extensions. And the new packaging for Astra PET bottles demonstrates the f+s studio’s capabilities in cross-border creation: the team developed a mini-campaign for the back of the labels with varying illustrations on the topic of “beer in PET."