28. November 2023

Mix it up! spe­cial design exhi­bi­tion at BrauBe­viale trade fair

Press Release

  • BrauBe­viale, the trade fair for the bev­er­age indus­try: Novem­ber 28 to 30, 2023 in Nuremberg
  • Select­ed design incen­tives for the indus­try at Mix it up! orga­nized by bay­ern design and trade fair com­pa­ny YON­TEX in Hall 4A-133
  • Design­walks to trade fair high­lights on Novem­ber 28 and 29
  • Brief Designtalks at Forum on exhi­bi­tion top­ics on Novem­ber 28

Nurem­berg, Ger­many – The Mix it up! spe­cial design exhi­bi­tion will be part of the BrauBe­viale trade fair for the bev­er­age indus­try. Designed in coop­er­a­tion with YON­TEX and curat­ed by bay­ern design, the cen­ter of com­pe­tence for knowl­edge trans­fer, knowl­edge shar­ing, and alliances about design in Bavaria, Mix it up! has been struc­tured into three cat­e­gories – Con­ver­sa­tion, Evo­lu­tion, and Cel­e­bra­tion. Each cat­e­go­ry will fea­ture design con­cepts that will pro­vide new impe­tus with­in the bev­er­age indus­try. Guid­ed Design­walks across the fair­grounds and Designtalks held at the Forum will com­ple­ment the joint exhibition.
Why this focus? Every design process dove­tails a num­ber of para­me­ters but it takes a tar­get­ed com­bi­na­tion of them to build the spe­cif­ic play­ful, empath­ic, and emo­tion­al con­cepts that cre­ate ties with the users of the prod­ucts and ser­vices. Also, design is about the opti­mal inter­play of func­tion­al­i­ty, aes­thet­ics, and sus­tain­abil­i­ty, as well as the atti­tude behind it – all of which can be trans­ferred to design in orig­i­nal and cre­ative ways. The result is a var­ied mix of these para­me­ters rep­re­sent­ed indi­vid­u­al­ly by the exhibits.

Mix it up! spe­cial design exhibition
The three cat­e­gories in the exhi­bi­tion – Con­ver­sa­tion, Evo­lu­tion, and Cel­e­bra­tion – will illus­trate the diverse objec­tives pur­sued by each indi­vid­ual mix.

Good design is more than just aes­thet­ics; it ini­ti­ates con­ver­sa­tion. Good design is a pow­er­ful tool to unite cul­tures, com­pa­nies, and con­sumers. To do so, the exhibits in this cat­e­go­ry focus on stances and mes­sages and use effec­tive brand strate­gies, com­mu­ni­ca­tions design, and inno­v­a­tive sys­tems or process­es. Whiskey man­u­fac­tur­ers, for exam­ple, often opt for tar­tan, bag­pipes, and heather in their com­mu­ni­ca­tions mate­ri­als. In con­trast, Car­la Palette and her team, inven­tors of BUNA, visu­al­ly posi­tion bou­tique whiskey and whiskey sour cock­tails in ways that defy what is known and expect­ed. DJUCE also goes against the grain of cus­tom­ary pack­ag­ing: Top-cal­iber wines are pack­aged in spe­cial­ly designed and infi­nite­ly reusable 250 ml alu­minum cans.
In addi­tion to pieces by Lukas Diem­ling of Graz, Aus­tria, who designs labels rem­i­nis­cent of the movie Matrix, the Con­ver­sa­tion cat­e­go­ry also includes Barcelona-based design stu­dio La Casa de Car­lota that takes inclu­sion seri­ous­ly, and büro bun­ga­low of Würzburg/Berlin, Ger­many, whose team has trans­ferred the con­cept of cir­cu­lar­i­ty to the design of labels and the logo for Dominik Held’s vin­tage wines.

The Evo­lu­tion cat­e­go­ry will pick up on design inno­va­tions with the poten­tial to rev­o­lu­tion­ize the mar­ket because they keep in mind the entire life­cy­cles of prod­ucts. For exam­ple, Weingut Alois Laged­er of Alto Adi­ge, Italy, vint­ners and pro­duc­ers of the SUM­MA bot­tle weigh­ing only 420 g, decid­ed to waive patent­ing their inno­va­tion to facil­i­tate its dis­tri­b­u­tion and man­aged to reduce their own glass con­sump­tion by 22%.
In turn, Vetropack has devel­oped a pool solu­tion for light­weight glass bot­tles and will make its 0.33 l reusable prod­uct avail­able to the entire brew­ing indus­try. With its RE:INCARNATED SPIR­ITS made of yeast from sparkling wine pro­duc­tion, design stu­dio Rus­ka Martín will present a com­plete­ly cir­cu­lar design expe­ri­ence: paper made from grape waste, glass that has been recy­cled, reused cham­pagne corks, small self-adhe­sive labels, and box padding made from unus­able ban­knotes – Rus­ka Martín’s tongue-in-cheek com­ment on the cur­rent eco­nom­ic sit­u­a­tion. The beau­ty of cir­cu­lar­i­ty is trans­formed into a sen­su­al experience.
For sparkling wine, Mar­tin Appoldt of g.a.s. unternehmen­skom­mu­nika­tion in Fürth, Ger­many, devel­oped pack­ag­ing that fea­tures an inte­grat­ed cool­ing con­tain­er made of card­board. The two-piece box offers opti­mal co-brand­ing oppor­tu­ni­ties at the point of sale and at the table.
Leon­hard KURZ, the Fürth-based expert in fin­ish­ing process­es, is a co-con­trib­u­tor to the Make a Mark™ plat­form, an exclu­sive inno­va­tion project. The exhi­bi­tion will intro­duce five inspir­ing designs that lever­aged the platform’s cre­ative free­dom to take a jour­ney of dis­cov­ery in a play­ful and col­or­ful man­ner – excel­lent sto­ry­telling included.
Knärz­je, a beer brewed from stale bread which address­es food waste, and Out­lander, an alter­na­tive plas­tic mate­r­i­al made from brew­ery waste also will be part of the Evo­lu­tion category.

The Cel­e­bra­tion cat­e­go­ry will present cre­ative and inno­v­a­tive approach­es devel­oped by design­ers and bev­er­age pro­duc­ers who cel­e­brate their prod­ucts, their cul­ture, and their cus­tomers in a way that empha­sizes their identity.
At Quartier­meis­ter, a com­mon-good cer­ti­fied beer brand and social busi­ness, the online com­mu­ni­ty gets to decide what pro­ceeds go toward what social projects. The bot­tle labels fea­ture the faces of real-life activists, giv­ing the brand its dis­tinc­tive identity.
Com­mu­ni­ty also is at the heart of MetaBrew­So­ci­ety, a brew­ery locat­ed in Naila in the Bavar­i­an region of Upper Fran­co­nia. The company’s pur­chase was financed through NFT, that is, dig­i­tal beer vouch­ers. MetaBrewSociety’s canned light beer is sold to a loy­al NFT com­mu­ni­ty in more than 40 coun­tries – exem­plary of the smart use of ser­vice design in the bev­er­age indus­try. The labels on the Sis­ters in Wine bot­tles in the packs offered by Weingut Bern­hard high­light the company’s com­mit­ment to women’s rights and gen­der equal­i­ty and are designed with female diver­si­ty and sol­i­dar­i­ty in mind. A per­cent­age of the sales pro­ceeds is allot­ted to not-for-prof­it orga­ni­za­tions. Man­u­fak­tur Jörg Geiger uses clas­sic design for its orchard fruit spe­cial­ties in the GRAD°WANDERUNG line to draw atten­tion to local vari­eties and refines de-alco­holized grape wines with fruit from its own meadows.

Inspi­ra­tional lec­tures at the Forum
Dur­ing the first after­noon of the trade fair, select­ed exhibitors will offer brief, inspi­ra­tional lec­tures at the Forum on the fair­grounds and will delve deep­er into the top­ics of the spe­cial exhibition:
Daniel Anthes of Knärz­je will illus­trate ways to con­nect appre­ci­a­tion for food with sus­tain­able val­ue cre­ation. Chan­talle Alber­stadt will dis­cuss how design, brand, and com­mu­ni­ty influ­ence and dri­ve each oth­er at the Web3 brew­ery MetaBrew­So­ci­ety. Kathrin Kinne of Weingut Bern­hard will reveal how the Sis­ters in Wine series com­bines indul­gence with charity.

Design­walk to trade fair highlights
Host­ed by bay­ern design and Pacoon and guid­ed by Peter Désilets, Man­ag­ing Direc­tor of Pacoon GmbH, for two days Design­walk vis­i­tors will be led to sam­ple exhibits. High­lights of these tours, which will start at 3:30 p.m. on Novem­ber 28 and at 11:00 a.m. on Novem­ber 29, include the booths of NOMOQ, Schoeller Allib­ert, Ver­al­lia, and Vetropack. bay­ern design’s Mix it up! spe­cial design exhi­bi­tion will mark the start­ing point and the con­clu­sion of Designwalk.