Special Podium· Launch
Brauhaus Podium | Making an Entrance
Design, production, and installation of a modular podium for Brauhaus's product launch and participation in Hyperstar's beverage campaign. Inspired by beer barrels, the structure was designed to transform into five standalone retail displays after the 14-day campaign, with rebranding potential considered from the outset.
Challenge
Designing for a Launch, Thinking Beyond the Campaign
We had just 14 days to prepare the Brauhaus podium for the product launch and Hyperstar's beverage campaign. Alongside tight time and budget constraints, this was the brand's first presence in this retail environment. The design therefore needed to express the brand's identity while communicating the perceived quality of the product.
The short campaign duration presented another challenge. Creating a structure intended for only two weeks of use would not make the most of the investment. We needed a solution that could remain useful after the campaign and accommodate a different brand identity in the future.
Concept
One Podium, Multiple Lives
The central idea was to create a modular structure that could serve as Brauhaus's main campaign podium and later be reconfigured into five independent retail displays.
Inspired by beer barrels, the podium incorporated wood and thermowood finishes, wheat motifs, and carefully integrated lighting. These elements helped express the brand's identity while creating a distinctive presence in the retail environment.
Rebranding was also considered from the beginning, allowing the structure to extend beyond a single campaign or visual identity.
Execution
Design Inspired by Brand Identity
The podium's form drew inspiration from beer barrels. Wood and thermowood finishes, combined with wheat-inspired elements, shaped its visual language and reinforced its connection to Brauhaus.
Quality Through Materials and Detail
Material selection and attention to design and production details were guided by the goal of reflecting the product's quality. Each element contributed to a cohesive structure and a considered brand experience.
Lighting to Highlight the Product
An illuminated bottle element was incorporated to draw attention to the product. A raised, illuminated acrylic logo—developed using a method distinct from more conventional techniques—served as another defining detail of the design.
Modular Design for Reuse
The structure was designed to transform into five standalone displays suitable for retail environments after the 14-day campaign. This modular approach extended its purpose beyond a temporary activation and enabled continued use across multiple display points.
Planning for Rebranding from the Start
The potential for a future visual identity change was considered during design and production. Five months after the campaign, the podium was rebranded for Genius and returned to the retail environment—demonstrating a design approach that considered the structure's lifecycle beyond its initial use.
/ 04 Outcome
From a Two-Week Campaign to Continued Retail Use The Brauhaus podium was designed to serve a purpose beyond the original campaign. Its modular structure enabled conversion into five independent retail displays, while rebranding considerations made it possible to reuse the structure for Genius five months later. Within tight time and budget constraints, the project brought together brand identity, attention to detail, retail functionality, and reuse in a solution designed to outlast its initial campaign.