Paulberger
Year: 2025
Service(s): Brand redesign, Logo Design & Visual Identity
PAULBERGER is a low-calorie soft drink without artificial additives - enriched with carbon dioxide and vitamins. Three varieties are available: PEACH (peach flavor), BUBBLEGUM (berry flavor) and LEMON (lemon flavor). In the future, we will bring more varieties to the market. PAULBERGER is the drink of the German YouTuber iCrimax. The name PAULBERGER is originally a popular nickname among his fans and friends.
The redesign gives Paulberger a bold new look with vibrant colors, a punchy logo, and playful illustrations. Each flavor features unique, eye-catching artwork to appeal to a younger, YouTube savvy audience and stand out on shelves.
The Concept
For Paulberger, I wanted the brand to feel bold, playful, and full of youthful energy something that speaks to a YouTube savvy audience. The updated logo features a punchy 3D effect and keeps the signature hair loops on the "P" to retain its original charm.
Bright, saturated colors and fun, character driven illustrations help each flavor stand out. It's a visual identity that feels loud, energetic, and uniquely connected to the community it was made for.
Typography & Colour Palette
The primary typeface, Helvetica Now, was selected for its reliability and versatility. It gives the brand a solid foundation, delivering clarity across both packaging and digital touchpoints. Paired with Craft Rounded, a friendly and warm secondary typeface, the typography adds approachability and speaks directly to Paulberger's young, connected audience.
For the colour palette, I kept the original Paulberger Blue, a solid, anchoring tone that holds the brand together and enhances the vibrancy of the supporting colours. I also pushed the Paulberger Red further, making it more saturated and energetic to heighten visual impact. The overall palette is bold, bright, and unmistakably attention grabbing, designed to stand out on shelves and screens alike.
