Brand Design • Employer Branding


With his unconventional ways and intuition, Almdudler founder Erwin Klein has transformed a simple herb lemonade brand into a synonym for enjoyment and folksiness. This prototypical Almdudler attitude has also been shaped and characterized by Klein’s son, Thomas. Through the new design, the core values of “living life”, “naturally real”, and “different than expected” should be more palpable.

Existing elements within the brand environment have been adapted to a new design vocabulary and presented in an appealing way. Besides the new imagery, an extensive design manual has been developed, including adjusted stylistic elements and application examples.

“Living life”, “naturally real”, and “different than expected”: What do these new core values mean to me as an employee? And how will I get to experience them as a partner of Almdudler? The answers to these questions can be found in the new brand book, which also presents the new basic design and should also make the new positioning emotionally palpable.

Packed in a cover made from felt, the new brand book not only presents these values, it also places Almdudler in a historical and present context. In addition, the brand book serves as a working tool and a calendar that accompanies the employees in their daily lives. As the saying goes: You’re never alone when you have an Almdudler.

Commissioned by and in collaboration with moodley brand identity