Design relaunch: Astra now even more beautiful. What's wrong with that?
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Astra, the non-conformist beer brand from St. Pauli, is giving its entire range a new look! Urtyp, Rotlicht, Kiezmische and Rakete are available from the end of May in the trade in chic new Büx. For Astra Urtyp, Hamburg tattoo artist Doro Hoffmann took up the pen and captured her love of the neighborhood in pictures.
In the last five years, Astra has grown by 30 percent in an overall shrinking beer market. The Kiezmische and Rakete variants in particular defied the pandemic and grew by a whopping 46% (Kiezmische) and 37% (Rakete) at retail in 2020. Why? Because Astra products not only taste great, but have always been real personalities: authentic, unadjusted, mercilessly honest, and lovable in their own special way - just like Hamburg's neighborhood. In order to focus even more strongly on this special St. Pauli charm, the entire Astra range now appears in a fresh look. The design relaunch will be accompanied by a digital and out-of-home media campaign in typical Astra style from the beginning of June, the keyword being "body cult". Nothing more can be revealed at this point.
The new designs for Astra Rakete and Astra Kiezmische differ from the previous look in that they are more richly detailed, and the famous Herzanker logo is incorporated even more into the graphic texture.
Says Astra Brand Manager Oliver Piskora: "In the case of Urtyp and Rotlicht in particular, we have brought out the personality of the products more clearly and tattooed, er, painted, their St. Pauli origins on the tuber. The new packaging now tells even more stories as they are written on the Kiez."
The relaunch is clearly visible in Astra Urtyp and Astra Rotlicht. The Astra Rotlicht design is adorned with a bright red neon sign, immediately reminiscent of the Reeperbahn and relevant establishments. The new look of Astra Urtyp is particularly striking, featuring classic tattoo motifs. For the design, Astra looked for local tattoo artists with a strong St. Pauli connection - and found the perfect accomplice in Doro Hoffmann.
Tattoo tradition meets authentic Kiez look: Doro Hoffmann's Astra Urtyp design
Doro Hoffmann has lived in Hamburg's Kiez for a long time and felt very much at home there. "St. Pauli and Astra go hand in hand," she says. Astra is ubiquitous there and is on every pub counter. The new Astra Urtyp design is based on classic, Western traditional tattoos in the style of tattoo legends Christian Warlich and Herbert Hoffmann. This is a home game for Doro Hoffmann, as this style is her specialty. She would also tattoo each of the developed motifs in exactly the same way: "The lines are clear and strong, the images are rich in contrast, so that you can recognize them even from a distance," she explains. "The entire label has a handcrafted and timeless quality due to the completely hand-painted motifs. The designs represent Hamburg exactly the way many love it."
In Hamburg, the Astra range with a new face will be available in stores from the end of May, and outside the Hanseatic city from June.
