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Two founders with courage
and endless curiosity for wild taste

Flügge founders Jo Amrhein (left)
and Dominik Pietsch (right).

Two founders with courage
and endless curiosity for wild taste

Flügge founders Jo Amrhein (left) and Dominik Pietsch (right).

The History

Dominik and I have been workmates for many years and he always brought an interesting and fresh twist to our projects with his pictures. At some point in autumn 2016, he suddenly came up with the idea of ​​brewing beer. Okay, I thought … But he made his way, gained experience, and found a partner who believed in this experiment as much as he did. He quit his job as a photographer, and Jo followed him, leaving the safe chair as a lawyer and tax adviser.
A few months later, both of them founded their own brewery in Frankfurt with a bit of venture capital behind. Flügge was born. And today it is the most popular microbrewery in Hesse, according to a Falstaff community poll (over 10,000 people from the community have chosen companies that are currently highly recommended in the (craft) beer scene). The review platform RateBeer awarded Flügge the label “Best New Brewer”.

And the founders do not lack ideas: Ever since we started the project, the Flügge product range has grown from 4 to 15 beers. And it keeps growing.

We have been on board since the early days when Dominik started to become a brewer, guiding the creative process and the visual strategy of the brand.

Date:
2017 – ongoing

Client:
Brauerei Flügge GmbH

Disciplines:
Naming, Logo & Signage, Labeling, Packaging, Merch Items

The Flügge Logo

To “fledge” is an ideal metaphor for a product range that is almost ready to fly. So why not turn this into a brandname? And the German expression “FLÜGGE” was a great playground where we designed the umlaut “Ü” into a smiling bird’s face – that is ready to spread its wings. Didn’t it turn out well?

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The Flügge Brand Family

The Pale, the Imperial Stout, the Maracuja Sour ... since the beers are all quite different in taste, we have tried to figure out how we can design that experience visually. In the end, every beer became a unique character with a lovely given name and its own portrait.

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The Characters

As the name “FLÜGGE” indicates, the relation to birds was a short gap. So we gave each beer a unique, painted character. In just over a year, we have created more than 15 bird characters and packaging designs for all of the varieties of Flügge beer.

The Characters

As the name “FLÜGGE” indicates, the relation to birds was a short gap. So we gave each beer a unique, painted character. In just over a year, we have created more than 15 bird characters and packaging designs for all of the varieties of Flügge beer.

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Fil 
Johannesbeer Sauer

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Djup
Brett IPA

Béno
Raw Saison

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Fil 
Johannesbeer Sauer

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Mija 
Pflaumen Saison

Otho
Grape Ale

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Fränk
Maracuja Sauer

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Sieke & Ole 
Bier Wein Hybrid

Anni
Kveik Pale Ale

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Morris
Saison

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Mägi 
Brett Pale Ale

Leevi
Vintage 2018

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Flinn
Rye Ale

Flügge co-founder Dominik explores a new taste, with wild yeasts.

Flügge co-founder Dominik explores a new taste, with wild yeasts.

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Follow Flügge Brewery on Instagram:

@brauereifluegge

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Jorke 
Saison


Käte 
Imperial Stout

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The smiling caps of vibrant beers

The smiling caps of vibrant beers

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Credits:
Art Direction: Jens Mennicke
Design: Studio Mennicke
Paintings: Pia Zölzer