No Label Brewing has been an OAK client since 2015. During that time, we’ve designed some of their most iconic beer brands including El Hefe, Ridgeback and 1980. Every Fall, No Label releases its much-anticipated Oktoberfest brew and tapped OAK to make it happen.
To create a brand experience for Octoberfest that would reflect its authentic German recipe.
Borrowing design inspirations from early 19th century Bavaria when the Crown Prince Ludwig (who would eventually become King Ludwig I) married Princess Therese of Saxony-Hildburghausen, our strategy was to celebrate the original tradition of Oktoberfest. The original Oktoberfest were held in the fields in the front of the city and renamed Theresienwiese or “Theres’a Fields” after the new Crown Princess. The locals later used the abbreviated version of Theresienwiese with the name “Wiesn” which has stuck to this day. The festival would close with horse races and it was the local’s desire to repeat this event which gave rise to what we know as Oktoberfest today.