Feldschlösschen Redesign for Its 150th Anniversary
To mark its 150th anniversary, Feldschlösschen is revamping its brand image. The first in the series is Feldschlösschen Original, Switzerland’s best-selling lager—with a redesign that positions the brand for future generations.
In the year of its 150th anniversary, Feldschlösschen is turning a new page. Switzerland’s most popular beer brand is getting a revamped look—and the Feldschlösschen redesign begins where the brand is strongest: with Feldschlösschen Original, the country’s best-selling lager. With its refreshed look, the company is sharpening its identity as a modern Swiss brand and consistently targeting the next generations of beer lovers.
An anniversary is more than just a look back—it’s also an opportunity to reevaluate and further develop one’s positioning. Feldschlösschen is using this moment to update its visual identity without sacrificing the character of the long-established brewery in Rheinfelden. The redesign is intended to both anchor the brand and point it toward the future.
Feldschlösschen Original as the Pioneer of the New Look
Feldschlösschen Original is taking a leading role in the redesign. As Switzerland’s best-selling lager, it represents the entire brand and is therefore the natural starting point for the visual refresh. According to the press release, the revamped visual identity will be gradually expanded to other products in the portfolio.
With its revamped brand identity, Feldschlösschen is positioning itself as a modern Swiss brand that respects its history without being bound by it. The redesign is deliberately aimed at the next generations of beer lovers—and thus sends a clear signal about the brewery’s strategic direction in the coming years.
