HOPP Beer
Not another dusty pilsner. Professor Phileas Hopp – monocle, suit, and a head full of beer wisdom – invites you to follow the white rabbit into something better. A mild, vegan, organic pils with real shelf charm. Proof that private labels can be smart, strange, and seriously good-looking.
Background
Founded in 1999, BIO COMPANY is Germany’s leading organic supermarket chain in Berlin-Brandenburg, known for strong regional sourcing, sustainable values, and a loyal urban customer base. Over 50 stores focus on fresh, local, and certified organic products.
Brief
BIO COMPANY briefed us to create a standalone brand for a mild, vegan organic pils targeted for urban, bio-savvy consumers. How do you name a beer that’s light, crisp, and the cheapest on the shelf—without making it feel like a compromise?
Solution
Most private label beers shout “budget” from across the shelf. We asked: What if it whispered personality instead? We created the brand name HOPP and invented Prof. Dr. Hopp —a quirky illustrated brewmaster who shares his vintage-meets-modern beer wisdom.
Follow the white rabbit.
BIO COMPANY approached us with a challenge: to create a new beer for their organic supermarket chain—mild, vegan, and regionally brewed. But unlike their existing product range, this beer should stand on its own: a fresh name, its own design, no direct link to the BIO COMPANY umbrella. A private label, yes—but with real personality. The result had to resonate with their urban, bio-savvy target group while staying firmly in the entry price segment.
A name that pops.
A face that sticks.
We didn’t just name the beer—we gave it a voice. Hopp is short, crisp, and fun to say. And to make the brand truly memorable, we introduced Prof. Dr. Hopp, an illustrated brewmaster with vintage charm and a wink in his eye.
He doesn’t just stand on the label—he speaks from it, sharing cryptic brewing wisdom that’s part education, part entertainment. He’s a character with cult potential in a category that often takes itself too seriously.
Budget beer, bold branding.
With a price tag under one Euro, HOPP could have played it safe. But we gave it character, a confident design, and a wink of irony. Proof that even entry-level products can look—and act—like a brand with something to say.
The best thing about HOPP?
The opening hours.
“What we loved most about your concept was how seamlessly the name and design work together—HOPP and the hare. With Dr. Hopp as a character who interacts directly with our customers, you’ve opened up real marketing potential for this white-label beer.
Beyond being the strongest creative work in the pitch, we also really appreciated how professionally you handled the collaboration. That mix of confidently leading the process while staying collaborative and service-minded—that was spot on.”
Christopher Vorwerg
Head of Private Labels, BIO COMPANY
“Everyone’s just interested in what I’ve got underneath.”
Every bottle of HOPP comes with a surprise: hidden under each cap is a quirky quote from Prof. Dr. Hopp himself. Sometimes cryptic, sometimes cheeky—but always unmistakably on brand. It’s the kind of detail that turns casual drinkers into fans.
Turns out…
… people are into it. Sales beat targets by 27% straight out the gate. Hopp quickly became a standout on BIO COMPANY shelves—despite being their most affordable beer.
Prof. Dr. Hopp sparked curiosity, smiles, and social shares. In short: we turned a white-label product into a conversation starter.
