Our brief was to bring back a regional classic and create a beer for Rostock, dedicated to Georg Mahn and Friedrich Ohlerich – pioneers of brewing in northern Germany.

Drawing on the historic M&O beer, we designed an identity that brings tradition and modernity together. We placed portraits of the founders on the back label, presenting them as experts and as guardians of the recipe.

The result is an authentic brand rooted in local history. It was well received by consumers, and sales exceeded forecasts.