With a legacy like no other, Snow Beer’s Brave The World is not just China’s most successful beer brand, but the best-selling brand, by volume, in the world.
To stay competitive and connect with a desirable Gen Z audience – known to be ambitious, expressive and independent – Pearlfisher’s opportunity was to create an exciting new visual world to truly bring to life the confident attitude at the heart of the brand.
Pearlfisher’s challenge was to nurture the brand’s key equities to create a heightened sense of challenge and adventure for this new generation of drinkers. A modernised graphic and layered aesthetic is paired with an enriched and more distinctive colour palette. Stripped back messaging enables a bolder and more prominent placement of the logo while the refined icon of the climber purposefully sits below the mountain’s summit to symbolise the idea of being on a constant journey to attain new levels in life.
Head of Strategy, Kristoffer Fink Parup at Pearlfisher said, “We needed to embrace both the challenger-mentality of the brand, and the ethos of challenge and adventure that is at the very heart of the brand, to open up an exciting new visual world that would connect with the emerging values of the Chinese Gen Z consumer. This audience is expressive, independent, positive and very receptive to what design can convey in terms of values and ambition. This meant that it was key to immediately engage with this target audience on both a visual and emotional level, by truly bringing to life the confident attitude at the heart of the Brave The World brand.”
A brand with challenger-mentality and challenge and adventure at its very heart, Snow Beer is reignited with energy and dynamism to reach new heights and brave the world.
- Agency/Creative: Pearlfisher
- Article Title: Pearlfisher Reignites Snow Beer with Energy and Dynamism
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Global
- Project Deliverables: Brand Redesign, Brand Strategy, Packaging Design
- Format: Bottle
- Substrate: Glass Bottle
- Industry: Food/Beverage
- Keywords: Packaging Redesign, Beer, China, Snow
Founding Partner & Group Creative Director,: Jonathan Ford
Founding Partner & Group Chairman: Mike Branson
Partner, Strategy & Development: Jack Hart
Partner, Design & Experience: David Jenkinson
Head of Strategy: Kristoffer Fink Parup
Design Director: Jess Phillips
Client Manager: Miga Cheng
Visualisation Director: Jody Gibbs
Creative Artworker: Alex Da Silva
Motions Designer: Sara Distefano