AHD / Berlinerei

Berlinerei Lux

Challenge

Universally recognised as having some of the world’s best nightlife, Berlin is serviced by some 2000 companies in the entertainment and events sector.

These companies and enterprises pumped 1.8 billion into the German economy prior to lockdown. 

During lockdown nightlife and clubs relied on government subsidies, crowd-funding and, in some cases, becoming test centres. Some used to time to re-furbish and re-invent.

Berlinerei, a long time player in events management for brands looked to diversify with their ‘Berlinerei Lux’ sub-brand to remain fiercely competitive in a new emerging market.

Solution

To reflect the core brand values; ‘quality, high-end and luxuriousness’, we kept style cues close to home. The Weimar republic of the roaring twenties with its Art Deco cues became a key influence in the brand development.

Taking key style prompts, we created a mark that is streamlined, has geometric qualities and is happy to toy with loud, almost kitsch colour.

Condensed typography, also a recognisable style from the period, is used, set in an almost jarring fashion, breaking ‘Berlinerei’ into two lines, then scoring through Lux to add a more contemporary, anarchic feel.

High production values were specced for materials, foil block, gold inks, fluoro and embossing to underscore the qualities and goals of the brand.

Digital platforms rely on large, high quality photography, shot in black and white.