We literally wanted it to stand head and shoulders above the other brands on the shelf.

We needed to retain the elements of the old label so as not to alienate the existing consumer base, but by paring them down to their most basic shapes and forms, the same elements become sleek and modern.

The basic problem and perhaps the biggest challenge was that people had a secret love of the brand but the existing packaging did not do it justice. On this job we were lucky enough to be able to work on the design of the actual glass bottle, not just the label.

Hitting is fifty percent above the shoulders.

Schulenburg seems heads and shoulders above everybody else. They're 6-0 and they've put up a lot of points. But it's going to take the rest of the four weeks to sort everything out.

Keep your head above water