The „Packaging of the Year 2023“ award has now been presented at the 26th Packaging Dialogue of the German Packaging Museum in Heidelberg. This year's prize goes to a regional brand icon with a global reputation: „Rothaus Pils Tannenzäpfle vom Hochschwarzwald“.
In 1791, the Benedictine monastery of St. Blasien founded a brewery in the „Zum Rothen Haus“ pub in the Upper Black Forest. In the course of secularisation, the monastery brewery „Rothaus“ came into the possession of the Grand Duchy of Baden in 1806 and was henceforth known as the „Grand Ducal Baden State Brewery Rothaus“. State brewery it has remained to this day.
The „Tannenzäpfle“ brand with its iconic label entered the market in 1956. In the 1950s, the brand name seemed unusual for the male-dominated world of beer consumption. A young woman had taken the place of the male „connoisseur“, as seen on the labels of other spirits. Added to this was the Unusually small bottle size of 0.33 litres, because back then, bottled beer was sold in 0.75 litre swing-top bottles. Bottle size, features and brand design remained the same as formative factors unchanged for decades and fit into today's world better than ever before.
It is precisely this Consistency in the appearance of the brand design, The jury was convinced by the quality and the courage to continue the historical brand design of „Rothaus PILS Tannenzäpfle vom Hochschwarzwald“.
The brand image was renewed in 1972. The graphic artist Roland Jenne produced three designs for this, one of which became the Basis of the new concept of the beer brand became. In his work, the motif appears purified, purged and condensed. The broad, striking outline and the extensive avoidance of detailed internal drawing are striking. Jenne's idea of initially designing the motif in black and white was fundamental and modern. Jenne later coloured the motif again and it remains the iconic face of this modern, traditional beer brand to this day.
In addition, „Rothaus PILS Tannenzäpfle vom Hochschwarzwald“ is still the only beer brand in Germany to participate in the high-quality Fitting the bottle neck with a folding capsule that is reminiscent of a sparkling wine. Bottle size, features and brand design have remained unchanged as defining factors over the decades and fit better than ever in today's world.
In honour of their role as „Classics“ of international packaging design and at the same time in recognition of the proven courage to be self-similar, „Tannenzäpfle“ is being honoured with the „Packaging of the Year“ award 2023 for the 51st year of its design fidelity.
Source: German Packaging Museum
