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time to rethink – Design Edition

Special digital design show by bayern design: video interviews with designers and experts on the role of small series in the development of new subject areas.

Time to Rethink - Design Edition

No matter whether radical change or gentle transformation - at the end of a holistic design process there is a strengthening of the own products, the employees* and the external image. Success and acceptance have been tried and tested with the help of the small series.

In the digital exhibition, bayern design and NürnbergMesse not only present exhibits and examples, but also the people behind the exhibits and their respective perspectives through the supplementary video interviews. 

The programme of lectures by bayern design on the BrauBeviale Center Stage on 10.11.2020 vividly supplements the virtual exhibition with contributions on new fields of activity in the design areas of life-centred design, brand design and material innovation.

Illustration of the Selfiebud


Julie Rutigliano and Fernando Passos from the New York agency Jones Knowles Ritchie had a perfect sensitivity for social phenomena. For the "#selfiebud" campaign, they simply mirrored the label on Budweiser bottles so that it would be easily readable on social media platformsb when selfies are recorded with a smartphone. The campaign of this simple and analog intervention went viral and earned the team one of the most prestigious awards in the advertising industry with the "D&AD Wood Pencil".

Watch the video interview with Julie Rutigliano and Fernando Passos

2 glass bottles


Mark Braun's vodka bottle for the Baden-Baden-based label Bénazet demonstrates that an iconographic unique selling point can be created for a brand with its own bottle. In its formal language, it elegantly addresses the beverage's production process, but also local architectural features.

Click here for the video interview with Julie Mark Braun

Wooden wine boxes


For the new collection, Christoph Böninger von Auerberg developed the BOTTLE BOX, a multi-use beverage crate made of high-quality oak and spruce, inspired by the reduced design language of the Ulm stool.

Click here for the video interview with Christoph Böninger

4 bottles in metallic colors

Bozal Mezcal

Kevin Roberson and his team from California's Swig Studio have not only ventured to create a new bottle, but also a completely new brand image including new material: the ceramic bottle for Bozal Mezcal is a successful object that reinterprets traditional vessels and manufacturing methods.

Click here for the video interview with Kevin Roberson

Water canister, which is held in the air and runs out of the water


With the "Càntir 2020", Spanish industrial designer André Ricard designed this year's edition for the "Museu del càntir" in Barcelona. It impressively demonstrates how a centuries-old everyday object can be redesigned. The 2.5-liter container for domestic use can be used directly for drinking or serving. Through natural transpiration, the contents of the pitcher, made of environmentally friendly and sustainable materials such as red clay and green glaze, are cooled.

Click here for the video interview with André Ricard

5 tins in a paper holder


Jorge Reynoso goes one step further with E6PR from Mexico City. The six-pack holder for beverage cans is made of biodegradable and edible material and thus contributes to a clean environment.

Click here for the video interview with Jorge Reynoso

Glass bottle at night with a luminous lettering


Light is the new black. Marco Graeber from the start-up INURU in Berlin presents new ways of using OLED technology and prints light elements on labels. The packaging and labels can be activated in different ways, while the entire technology is housed within the thin label.

Click here for the video interview with Marco Graeber

Cell phone with an app on the screen in one hand and a whisky bottle behind it


Bringing data from your own bottle to your smartphone - several examples from our special show demonstrate that this is already technically feasible: Peter Wills from the Scottish whiskey distillery Kilchoman relies on Near Field Communication (NFC), through which whiskey lovers* can call up additional information and offers on the beverage and brand.

Click here for the video interview with Peter Wills



Even more spectacular are solutions with augmented reality, which playfully bring the bottle label to life and create a new level of communication between brand and customer*. Nicola Pavesi and his Publifarm team have done this by transferring their experience from other sectors to the collaboration with the wine label "La Pettegola".

Click here for the video interview with Nicola Pavesi

5 futuristic bottles in 5 different colors


With a new drinking bottle, which cleans itself over UV jets, also Justin Wang of LARQ from California sets on new technological application type and would like to contribute so to a healthy and lasting life-style.

Click here for the video interview with Justin Wang

Wine bottle in a paper package

Letterbox Wine

Santiago Navarro and his team from Garçon Wines see themselves with their new "Letterbox Wine" as radical disruptors* of the entire wine market. Unchanged from the front, their wine bottle, made from recycled PET, is a flattened alternative from the side, which fits easily through letterbox slots in the British letterbox format, thus simplifying distribution for online retailers in particular.

Click here for the video interview with Santiago Navarro

Label of a wine bottle that looks like an opened book

Lidl Twenty Stories

With "Twenty Stories" the Greek Caparo Design Crew succeeded in creating a wonderfully illustrative campaign celebrating the 20th anniversary of Lidl Hellas with 20 different stories on wine labels. In 2020 the project was awarded the "D&AD Wood Pencil", one of the most prestigious awards in the advertising industry.

Click here for the video interview with Kostas Kaparos

3 wine bottles side by side in a row


Social responsibility is assumed by Lisa Reimann (LESS Studio) and Silke Philipps-Deters (Designforum Rheinland-Pfalz) together with 13 other women who brought a white wine cuvée from the Rhineland to the market with a consciously surprising brand appearance. The proceeds from "Drink more M!LCH" will go to "discovering hands", an association that trains visually impaired women to become medical-tactile breast cancer examiners.
Glasses on a table


The Swiss product designer Dimitri Bähler also deals with the consumer goods of our society. For the Tunisian design label "Marlo&Isaure" he developed a series of handmade pitchers and drinking glasses made of recycled glass. In contrast to the production process, the collection design is inspired by archetypal mass-produced glasses and bottles. All glasses are stackable.
different glasses and glass bottles


Laura Jungmann developed the product line SAMESAME from her diploma thesis together with the glassblower Cornelius Réer. The series is produced in the glass workshop of Cornelius Réer from standard glass bottles. Standardized mass products thus become high-quality, individual unique pieces. The industrially produced bottles are transformed both aesthetically and functionally. The original form, however, remains recognizable.

Click here for the video interview with Cornelius Réer

Glass bottle with red liquid

the bottled bar

Illustratively, Eva Wünsch uses traditional material with her collage style for "the bottled bar" - ready-to-drink mixed drinks - but uses it with a careful and attentive eye for a diverse and varied society.

Click here for the video interview with Eva Wünsch

Coffee cup with coffee and a lid


Product designer Carina Frings from Udo Duo in Cologne, on the other hand, has completely dispensed with the cup and presents a flexible coffee-to-go reusable lid that fits a variety of cups. In this way, almost any cup can be turned into a returnable cup.

Click here for the video interview with Carina Frings

3 coffee mugs in different colors


Completely new products for the to-go market are developed by Martin Gruber and his team of up2u from Nuremberg. With "MuC - my useful cup" they have launched a to-go cup that can be reduced in size in a practical and space-saving way.

Click here for the video interview with Martin Gruber

Gin bottle with a turquoise label


The three kettle brothers from Vienna, who have created a monument to their city with the art nouveau-style Wien Gin, let the genie out of the bottle with the accompanying augmented reality app. The app, developed by Florian Koller in collaboration with design students, offers users* among other things a game with which they can prepare certain Wien Gin drinks.

Click here for the video interview with Florian Koller