Bavaria took a big turn, they wanted to move up to an international premium beer brand. to conquer the world's beer market, they chose 'the explorer' as their archetype.
The compass icon is the main element for this direction.The blue stands for sky and ocean. To implement their existing rebellish identity, the compass faces 'South', the part of the Netherlands where the independant brewery is still situated.
For intimi, there is a easter-egg inside the compass, the family name Swinkels can be read when Using the directions South West North and East in the name: S W I N K E L S.
Dashboards of classic fighterplains were the startingpoint for spatial design.