Aladdin Bev / Kirin (Direct Client)
Rebranded Kirin’s Macau Ale with a new identity and an aspirational brand story appealing to the Western world. And bottle and packaging across two product launches. Case study in progress.
Channels: Branding. Identity. Packaging. Products. Print.
Role: Creative Director & Account Director.
Direct Client: Aladdin Bev / Kirin Holdings.
Created: Brand Identity & Packaging
The Challenge
An American distributor of Kirin wanted to completely reinvent the Macau brand. And approached me directly to rebrand it. They wanted to create new brand values, a new logo, and completely new packaging. To have nothing to do with the original.
My client wanted something unique and remarkable. They said: "We want that when people see it, they will have to know what it is!"
The Solution
I decided to give Macau Ale a sense of heritage, of perfection developed through time. To mix that heritage with a sense of modernity; to feel new yet classic.
Macau Island's unique cultural mix of Asian roots and a Portuguese influence – inspired me to bring to the brand a combination of Asian aesthetics, and hints of colonial architecture.
Visual Story
I approached the design as if it were a legend. The four corners of the illustrated Macau case and 6-pack, represent the old world’s “4 corners of the world”.
Each corner has its own horizon of sea and stars fading into the distance. From which a resounding wave rises high and meets the other rising waves of the other three worlds. And where these rising waves meet, is the aspirational cross-cultural world of Macau.
