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THE PROJECT
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.”
YEAR
2025
LOCATION
Lebanon
SERVICE
Brand Strategy, Visual Identity, Packaging & Brand Experience
CREDITS
THE PROJECT
Following the beer branding, the project naturally expanded into Hoch Restaurant in Rayfoun, where the goal was to translate the identity into a complete physical experience. I developed the restaurant’s creative direction across façade signage, awnings, wayfinding, menus, tableware, coasters, placemats, takeaway packaging, staff uniforms, wall graphics and launch content. I also worked closely with the architect, suppliers and production team to ensure that every detail, from the exterior signs to the printed materials and interior brand moments, remained consistent with the original Hoch Beer identity and felt like one unified, memorable experience.