JoyBräu is the world’s first protein beer. However, the young food tech startup positioned itself in a niche: a non-alcoholic beer for post-workouts. The product was trapped in the gym, with a limited- target group and reasons for consumption.

Our strategy: The new JoyBräu is not a supplement, but a beer with a function. For the brand, this means: It goes out into nature, where outdoor sports are practiced. Positioned as a Sportbeer +, an alcohol-free beer, created by athletes for athletes – developed at the TU Berlin, brewed in Winnweiler.


  • Consumer und shopper research
  • Persona- and brand workshop
  • Brand positioning
  • Brand strategy
  • Design concepts and routes
  • Design test
  • Packaging design 2D/ 3D / 360°
  • Brand and design manual
  • POS appearance
  • Marketing tests

After three-months of strenuous effort, the result is not just a successful brand relaunch, but the invention of a new category based on a real innovation: functional beer.

The result is rounded off by successful performance at two large retail chains and a convinced group of investors.

Start a project together