Look Objectives: This will have two elements -
1) Look attractive enough that it will make people want to pick it off the shelf and store managers to want to display it on shelves.
2) Serve as social camouflage for people who do not drink alcohol but want to blend in in social/business environments where beer is drunk.
I think the brand will need to have a traditional beer look so it serves blends in with other drinks. The name should be boldly printed so it can be read easily, supported by traditional shapes and art/symbols to get it through. Please try achieve a balance between minimalism and detailed/historic shapes, symbols - the Budweiser Light (UK version) does this well. One approach can also be a 2-3 colour stencil style label, and these concepts can later be used to do other branding work.
Font: It will need to boldly state the name, and then be supported by art/imagery/space to give it personality.
Language and Feel: I think some cheeky youthfulness in it might also be good, but I appreciate this will be hard to wed with the heritage aspects noted above.
Mood Board: Please see my pinterest account for a mood board. Its more just things that I thought looked cool in some ways, as well as things from the region of Franconia. Near the top you will see some packaging concepts, you can ignore those. The link is: https://www.pinterest.co.uk/alishar…-branding/
Front of Pack: Should clearly state the name Franco, and allow for symbols/imagery/patterns. Please also include the statement "Alcohol Free" on the front.
Back of Pack: Please leave space for ingredients, use by, storage, product name and nutrition table to be applied in 6 European languages (EN, DE, FR, ES, IT, SE). Please also leave a space for the expiry date. Full translations will be provided at a later date.
Logo: There is no existing logo or branding for this label so you are free to create your own. On the back of this I will likely engage the same artist to do some more extensive branding work and website design.
Symbols: Please create one symbol, other than the brand name, that can also work as a distinguishing icon for the brand.
Variants: The drink currently only has one flavour but the design will need to easily support other flavours, that can be distinguished at a distance.
Ingredients: Water, Barley Malt, Glucose Syrup, Dye E150c, Hops, Carbonic Acid (in case that helps).
Symbolism: The beer is brewed in Franconia (Germany) so it can include symbols from there, however this is not essential.
Design Inspiration: As well as the mood board on pinterest (link above), attached are some examples of designs to give some inspiration. The last image (with the brand Wiethaler on the front) is shape of what the bottle will look like.