The project began with the creation of Hoch Beer’s brand identity — a Lebanese craft lager shaped by German brewing tradition and local craftsmanship. I developed the visual direction from the ground up, including the logo, colour palette, typography, brand language and packaging system across the different beer varieties, from Helles and Märzen to Dunkel and Hefeweizen.

The identity was designed to feel refined yet approachable, balancing the precision of German brewing with the warmth, character and pride of a locally made Lebanese product. This direction was then extended across labels, menus, printed collateral, social media and launch materials, creating a coherent brand world around the idea of elevation, captured in the name Hoch and the line “Let it beer.”