This is something New York
will always have.
Knickerbocker Beer, founded by Jacob Ruppert in the early 20th century, was a widely consumed beer in New York. It held the official title for the New York Giants and stood as one of the most iconic beers of its time. However, for many years, it has been absent from the market. 
Inspired by the enduring slogan that lingered in the brand's memory—' Here is something about New York that has been lost: Knickerbocker Beer'—we have developed our positioning proposal: 'This is something New York will always have.’ 
In line with this conceptualization, we have undertaken a rebranding effort for the relaunch of Knickerbocker in the current Spanish mass consumer market. The redesign encompasses typographic enhancements and linear patterns, creating a distinctive visual language. Additionally, we've introduced a graphic system of interlaces that preserves the original identity of the packaging.
mass consumption PACKAGING / YEAR 2022
Master's in Packaging Design - Elisava School of Design and Engineering in Barcelona.
Project executed by: María José Quiroga and Alba Cortegano.
Supervised by: Francesc Ribot.
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