GIVING SHANGHAI'S CRAFT BEER A PURPOSE

In China, craft beer is really still in its infancy. The easiest way to get people to understand craft beer, is really working with their current perception - that craft beer isn't really normal beer. With this thinking, we created a point-of-view that Ordinary Beer was slowly making everyone boring. And the hero that's going to save us from this epidemic is the very one that's found on our labels. The campaign started from revamping the logo, giving the brand an all-new identity across different touchpoints, all the way to naming the brewery's new Amber Lager 'First Blood' and finally to creating the campaign to defeat ordinary.

Awarded:

Australian International Beer Awards Packaging Bronze: Right Hook Helles
Australian International Beer Awards Packaging Bronze: Contender
ADStars 2020: Film Shortlist