Client
Astra
Project
Herzanker
Description
Our Astra Herzanker. For over 25 years, an unchanged icon that feels as if it has always been Hamburg's secret landmark.
Experience
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Identity
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Logo
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Relaunch
How do you become a trusted part of a city and the lives of its people?
At the end of 1999, we were commissioned to give the bottle labels a modern new look. But instead of a superficial redesign, we decided to dig deeper: we discovered a lifestyle that was already deeply rooted in the history of the Bavaria St. Pauli Brewery and the people of the Kiez.
Solution
We combined port history and a local neighborhood feel into an iconic anchor heart that communicates the district's unique spirit without a single word. This unified icon—merging a heart, an anchor, and a smile—feels timeless and familiar because it is drawn straight from the brand’s core and the vibrant life of the Port of Hamburg.
“Tolerant, diverse, and full of life – that is what the Astra brand represents! The heart-anchor symbol makes Astra truly unique and unmistakable. (...) The anchor symbolizes its origins in St. Pauli: sometimes tough, but always warm-hearted.”
Carlsberg
Germany
Our work blends brand strategy with emotional design. We create symbols that feel as if they have always been there.
The heart-anchor demonstrates how powerfully cultural roots shape a brand – an example of design that shows character and endures.
