Incorporating aspects of car culture, Hot Rod Oil Beer branding features an attention to lifestyle that is unlike anything seen on the market before.
Designed by Mirbach Schmozi Design in Hamburg, Germany the packaging focuses on muscle cars and the culture that's associated with them. Being that powerful vehicles are a popular notion with many consumers in Germany, the packaging helps correlate the product to this popularity to gain a better connection with consumers.
The Hot Rod Oil Beer packaging likens the craft beer to a vehicle lubricant and helps to enhance the macho nature of it through the subsequent imagery used. The Hot Rod Oil Beer branding concept identifies how a product can be linked with culture in a new, innovative way by looking at the lifestyle of the targeted consumer.