Design

Mar 8, 2021

Almdudler*in Diversity Edition

Popular Austrian soft drink gets a "gender-neutral" makeover.
By:
Elisabeth Skoda

Almdudler is a well known soft drink in Austria, a lemonade made of "32 natural Alpine herbs", beet sugar and soda water. The trademark logo – a couple, Marianne and Jakob in traditional Austrian outfits – still grace the Almdudler bottle today, although they’ve been treated to the occasional makeover across the years.

In 2019, on the occasion of EuroPride 2019, the company presented a limited edition glass bottle featuring Marianne and Marianne or Jakob and Jakob printed in rainbow colours.

Now the company showcases a limited edition bottle with the goal of raising awareness of non-binary gender identities, which can sometimes become invisible in the German language, with its distinctive masculine and feminine nouns. (Almdudler would be masculine, and Almdudlerin feminine).

Therefore the company produced a 200,000 bottle limited edition of its 0.35l returnable glass bottle using the word Almdudler*in, making use of the gender star, a 'nonstandard typographic convention used in gender neutral language in modern forms of German.'

"We use screen printing to print the lettering directly on the bottle, which means it can remain in circulation for up to 30 years.

"The new design with the lettering 'Almdudler*in' will therefore continue to generate awareness and encourage discussion for many years to come," says Almdudler managing director Gerhard Schilling.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!

editor@packtouchpoints.com
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