In German, Azubi means “trainee,” which makes sense for Azubi Süd as it’s a prototype beer brewed by a Japanese brewer in Germany. The packaging, designed by Miki Kawamura, takes the history of the beer and infuses it into the design in a subtle yet beautiful way. Additionally, because the beer’s yeast collects at the bottom of the bottle, the logo was printed upside down to encourage an interactive experience.
The beer is unfiltered during the brewing process, which means that when you drink it, you have to slowly turn it over to mix in the yeast that has accumulated at the bottom of the bottle.To encourage this action, the logo is placed upside down. It is designed so that when the beer is turned upside down, it reads Azubi SuÌd. On the neck label, Azubi SuÌd is placed so that it reads in the correct orientation, emphasizing the action of turning the beer over.
