Hooters × European Beer Coasters
Description
Hooters is an American restaurant and sports bar chain with over 400 locations worldwide. To support a serie of in-store promotions of four premium European beer brands in Taiwan, Brandwerk partnered with Hooters to create a series of marketing materials.
I designed promotional beer coasters featuring Paulaner (Germany), Super Bock (Portugal), Budějovický Budvar (Czech Republic), and Duvel (Belgium), while maintaining each brand's visual identity.
Role
Concept Development
Visual Design
Brand Guideline Implementation
Stakeholder Communication
Credits
Content: Hooters and the brewery partners
The Challenges
Each brewery had strict brand guidelines, while Hooters also required its own identity to remain prominent. The challenge was to create one cohesive campaign across four distinct brands. As these beers have relatively low brand recognition in Taiwan, the designs also needed to improve product familiarity without compromising brand consistency.
Strategy & Approach
I created a consistent layout system that could be applied across all four coasters while preserving each brewery's official branding. Beer bottles, logos, and signature colours were kept highly visible to strengthen product recognition, with complementary colours or clean white space used to maximise contrast.
I also coordinated feedback between Brandwerk, Hooters, and the brewery partners to ensure the designs met multiple stakeholders' requirements while maintaining a unified campaign identity.
Lesson learnt
This project strengthened my understanding of editorial restraint, visual hierarchy, and digital communication within cultural and artistic contexts. It also showed me how simplicity and atmosphere can sometimes communicate more effectively than information-heavy design.
Outcomes
As part of the wider in-store campaign, the promotion contributed to a 28% increase in beer purchases across three Hooters locations in Taiwan. Customer feedback also showed that 64% of participants were trying one of the promoted European beers for the first time. (TBC)
Lesson learnt
This project strengthened my ability to collaborate with multiple stakeholders, including international breweries, Hooters, and Brandwerk. I learned how to balance different brand guidelines within a single design, creating a cohesive campaign while preserving each brand's unique identity. It also reinforced the importance of building a consistent design system that unifies multiple brands without compromising visual recognition. I genuinely enjoyed working on this project.