Miratorg Bakery.
MONTEBRÄU — Restaurant and Brewery Rebranding, Brand Naming, Logo and Brand Identity Design, Brand Guidelines, Packaging and Label Design
MONTEBRÄU is a restaurant and brewery in Chelyabinsk, continuing the story of Paulaner Bräuhaus under its own name. It retains its on-site brewery, German and European cuisine, and the welcoming atmosphere of a traditional beer house. Live music and concerts add to the dining experience, making it a place to meet and enjoy an evening out.
Branding agency BRANDEXPERT Freedom Island was tasked with developing an independent restaurant brand while maintaining ties to the venue’s history and traditions. The rebrand needed to make the transition to a new name clear to regular guests and create a distinctive identity for new audiences. The project encompassed the MONTEBRÄU name, logo and brand identity design, packaging and label design, and brand guidelines for managing the visual identity of a contemporary restaurant brand.
The brand brings together European beer culture and the character of the Urals. Its own brewery defines the restaurant’s speciality, while the food, service and atmosphere make it a place where guests can relax and enjoy themselves. This concept connects a professional approach to brewing and food with MONTEBRÄU’s open, sociable personality.
The MONTEBRÄU naming concept combines two ideas. Monte evokes mountains and connects the name to the Urals. Bräu draws on German brewing tradition, immediately signalling the brand’s category. The sound of MONTEBRÄU preserves the restaurant’s European character, while the mountain motif forms the basis of its own symbolism. The name brings the restaurant and the beer it brews together under one brand.
The MONTEBRÄU logo pairs a bold wordmark with a shield-shaped emblem. The mountain silhouette at the top of the shield echoes the naming concept, while the lion references European heraldry and gives the identity a confident character. The solid letterforms with angled corners mirror the emblem’s geometry. The emblem works both with the name and on its own, appearing on beer glasses, menu covers, textiles and uniforms.
Packaging design extends this system to takeaway and delivery orders. Red paper bags, food container lids and packaging for bottled products share a prominent logo and spacious layouts. The familiar colour and symbols carry the restaurant’s identity beyond the dining room, keeping every order connected to MONTEBRÄU.
The beer label design presents the restaurant’s own beer as part of the MONTEBRÄU brand. The light-coloured name and emblem stand out against the dark bottle, with the beer style and product details arranged below. This visual hierarchy connects the product packaging to the restaurant’s brand identity and presents information about the beer in a clear sequence.
A rich red leads the MONTEBRÄU colour palette. Combined with white and black, it creates high-contrast compositions that stand out across large and small brand applications. A light-coloured emblem on a red background, a red mark on white tableware and monochrome versions on textiles all follow the same visual principles. Minimal graphics complement the warm lighting, textured materials and copper surfaces associated with the brewery’s visual character.
The MONTEBRÄU brand guidelines establish how the visual identity should be managed. They define the use of the logo, colour palette and typography, along with a consistent approach to branded materials. The document helps the restaurant team and external suppliers maintain brand consistency when producing menus, packaging and new applications of the identity.
The brand identity accompanies guests throughout their restaurant experience. The name and emblem appear at the entrance, on menus and drinks lists, tableware, coasters and the restaurant team’s uniforms. The lion also becomes a repeating pattern on a blanket. These details bring service, table settings and atmosphere together in a coherent MONTEBRÄU identity, recognisable both as a whole and through each individual brand element.
The rebrand gave the restaurant a name of its own and a visual identity for its brewery, dining space and products. The name, symbols and branded materials express the central idea behind MONTEBRÄU: European hospitality with the character of the Urals.
Provided services:
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Notes.
In the project, photo and video materials were used: provided by the client / BRANDEXPERT 'Island of Freedom' / ShutterStock / Freepik / Unsplash / Pexels / Goodmockups / Pixpine
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The BRANDEXPERT Team.
The BRANDEXPERT Team.