The goal is to hit the nail on the head with brand identity design, creating an image that will appeal directly to your target consumer in a compelling way. Hanys Beer packaging certainly does this both literally and symbolically. A simple icon is printed onto the matte black bottles that pictures a miner's hammer hitting its rocky target.
Referencing Silesian ancestry and the history and industry that surrounds coal mining in Europe, Tomasz Soluch has created a Hanys Beer packaging concept that will appeal especially to its relevant German and Polish market. But beyond this buyer base, the crisp, clean and hard-hitting appearance packs a punch to get the attention of international consumers as well.