ASTRA 6ER

How we turned new six-pack designs into symbols of defiance.

Astra isn’t just beer in Germany — it’s a cultural icon born in the neon-lit chaos of Hamburg’s Reeperbahn. With its punk spirit and anti-premium attitude, the brand thrives on being brutally honest and wickedly satirical.

To launch a new six-pack range with bold, tattoo-inspired designs, we didn’t just sell packaging — we gave drinkers symbols of defiance. Each pack became a badge of rebellion, worn with pride like a patch on a leather jacket.

We unleashed the campaign where Astra’s voice hits hardest: on the streets and across social feeds, embedding the brand deeper into the everyday culture of its fans.

Role: Creative director