Forum Brau­Be­via­le 2015 – Brand Expe­ri­ence through Design

BrauBeviale is a showcase of investment goods along the process chain of the beverage industry. In nine halls, more than 1,000 exhibitors will present their products and solutions as well as the latest trends for manufacturing beer, water, non-alcoholic beverages, spirits, wine and sparkling wine as well as liquid dairy products.

Again this year, at the center of the trade show Forum BrauBeviale will be the platform for top-level presentations, workshops and discussion panels. Organized by bayern design, the speeches on Brand Experience through Designwill focus on the mid-market for specialty beverages. With an emphasis on branding and positioning, innovative business models and service design in automation technology, they will provide visitors with an overview of current marketing strategies and technologies in connection with good design. Forum BrauBeviale is the perfect opportunity for representatives of small businesses with low product output to learn how to upgrade their business models with design.

Forum BrauBeviale, November 11, 2015, 10:00 to 11:45 a.m., Hall 1

Speech 1
Theme Innovative Business Models

The Relevance of Design for Crafted Beer
(Christian Klemenz, St. Erhard Brauerei, Bamberg)
Off the cuff, young entrepreneur Christian Klemenz of Bamberg developed a beer brand specifically for the Indian market for which he received the German Design Award, the Sparkasse Founders’ Award and the DLG Silver Award. Also, Klemenz was a nominee for the 2014 Bavarian Founders’ Award. Klemenz will report about the details of his project, from the idea to the market launch, and will illustrate the role of design in the development.

Speech 2
Theme Brand, Branding

Visualizing Brand Positions, Strengthening Brands, Leveraging Opportunities
(Peter Désilets, pacoon AG, Munich)
The quality of design is becoming an increasingly important factor for buyers’ decisions at the POS. For many companies, packaging design is the key means of communication. That is why organizations tend to place more emphasis on holistic approaches to packaging and design when consolidating their brand position. Based on examples, Désilets will show how graphic design that appeals to the emotions can help brands increase their attractiveness, differentiate themselves along entire product appearances and remain authentic.

Speech 3
Theme Brand Development – Best Practices

Here, wholeheartedly – Dinkelacker Redesigned
(Thomas Schattone, Panama Werbeagentur GmbH, Stuttgart)
In his speech about best practices, Schatton will discuss the redesign of family-owned brewery Dinkelacker of Stuttgart. He will explain the company’s motivation to redesign its appearance and will highlight the factors that played a role in the development. Also, he will describe the cooperation between the brewery and his agency and why the selected draft was the favorite.

Speech 4
Theme Service Design – User Experience in Automation Technology

Smart Factories for Smart people: Designing Processes for Employees’ New Roles in Industry 4.0
(Johannes Landstorfer, IXDS GmbH, Berlin)
Automated work processes help save time and money and are less prone to errors. In times of Industry 4.0, production processes are becoming increasingly connected which, ideally, results in a self-regulating system. These developments will change the roles of employees significantly including their tasks and how they handle machines or, to be more exact, the system. These systems can be found in the beverage industry, for example, in automatic filling plants. Connecting automation opportunities and employees’ skills, integrated design processes contribute to the success of these sophisticated systems.


Forum BrauBeviale will be sponsored by the Bavarian State Ministry for the Economy and Media, Energy and Technology.