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Established in 1999, Paulaner Bräuhaus is located in a unique three-storey glass building at Time2 @ Millenia Walk. As Singapore's first microbrewery, customers could expect a truly authentic drinking and dining experience in a cosy and rustic setting reminiscent of microbreweries in Germany. To complement its freshly-brewed German beer on the premises traditional Bavarian cuisine was also served.

Adorned with etchings of traditional Bavarian costumes and dotted with numerous pictures of scenes in Germany, customers will feel immersed in a truly convivial and cosy setting. The central feature of the microbrewery are two large copper vats which dominate the entrance making it a stunning welcome. While above in the restaurant, the other central feature of the restaurant was a familiar Maibaum (Maypole), common in 16th century Bavarian architecture. Handcrafted decorative iron frames and individual hanging pendant lamps enhance the cosiness of the spacious interior. The elevated seating area around the Maypole is ideal for small private functions, with a 360 degree view of the entire restaurant.

The Challenge

Paulaner Bräuhaus wanted to project the concept of an authentic German microbrewery for its customers. Having created the ambience, suitable branding collaterals to continue the brand experience with the customer was required. In addition, a launch campaign was also to be considered.

The Solution

While keeping the look and feel of a Bavarian brewery concept, a more contemporary visual statement provided user-friendliness and flexibility for its marketing and in-house collaterals. A unifying colour and graphics were adopted. A special Paulaner Bräuhaus Membership card was promoted together with attractive launch offers.