Double Bock | Wädenswiler Excelsior-Bräu

The strong beers once brewed for winter and also as a food substitute go back to the Einbeck brewery in Lower Saxony; it was only the Bavarian dialect that turned them into Bock and Doppelbock beer, respectively. This made it obvious for the countless breweries of the time to advertise their house brands with a billy goat—especially on the occasion of Carnival, for instance, where the allusion to the devil and sin in the year of our Lord 1912 certainly offended one or two people, but likely heightened anticipation for the majority.

This original poster was designed by Josef Paul Krawutschke, born in Silesia, who, born in 1865, still belonged to a generation that did not have commercial graphic designers, but rather decorative painters (among other things, he was involved in the decoration of the Corso variety theater, which opened at Stadelhofen in 1900). Accordingly, his first posters are still full of historicist elements and allegories. This is in stark contrast to this 1912 design for the Wädenswil Brewery, which may be frivolous, but above all is downright modern.

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