Deutsches Bier

Havas Germany

Project:


Deutsches Bier is a conceptual beer brand that adopts the visual language of nationalist German beer brands to challenge ideas of identity and belonging. Behind the label, the beer is brewed by German citizens with immigrant backgrounds, turning the brand into a commentary on who gets to define what is considered truly German. The concept is a collaboration between MetaBrewSociety and the NGO Laut gegen Nazis.

Did you know Juan enjoys bringing an American "why not?" mentality to German creativity—encouraging teams to think bigger, move faster, and experiment more?

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