Bitburger Turns Germany’s Football Heritage Into Collectable Packaging
Courtesy of Derek&Eric
Independent brand design agency Derek&Eric has partnered with Bitburger to create a striking series of limited-edition collector's cans celebrating the brewer's renewed partnership with the German Football Association (DFB).
Timed to coincide with a summer of international football, the designs tap into the passion, pride and nostalgia that unite German fans across generations.
Built around the rallying cry “Here's to Number 5”, the campaign celebrates Germany's four historic world titles while looking ahead to the possibility of a fifth star. Each can draws inspiration from the iconic shirts worn during past tournament victories, reinterpreting their distinctive colors, patterns and typography through the lens of the Bitburger brand.
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Courtesy of Derek&Eric
The result is a collection of cans that feel both instantly familiar and proudly contemporary. The shared use of white across Bitburger's visual identity and Germany's famous home kits created a natural design bridge between two national icons.
Rather than focusing solely on current players or tournament moments, the work celebrates something deeper: the collective memories, emotions and optimism that define football fandom.
"For German fans, every star tells a story. We wanted to celebrate those moments in a way that felt authentic, collectable and unmistakably Bitburger,” said Alex Stewart, Co-Founder at Derek&Eric. “By drawing inspiration from the iconic kits of past triumphs, we created a series that honors football heritage while looking forward to the possibility of a fifth star.”
The designs celebrate the shirts worn during Germany's four World Cup victories, bringing historic colors, patterns and graphic details into a contemporary collector's format. The result is packaging designed not just to be purchased, but proudly displayed, shared and discussed by fans throughout the tournament.
The limited-edition cans are available across Germany throughout the tournament period, helping Bitburger and the DFB raise a glass to football's past while inspiring belief in its future.
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