Asahi Super Dry
Visual Brand Identity refresh for Asahi Super Dry, a renowned Japanese beer celebrated for its crisp, refreshing taste and clean finish.
Agency
Purple Creative
Category
Branding, Packaging
Location
London, UK
Year
2021–2024
DESIGN REFRESH
New Global Packaging
In 1987, Asahi created the world’s first super dry beer. Now, the Japanese beer brand has announced the global roll-out of a new range of packaging, the most significant design update in almost 37 years.
Japan’s No. 1 Beer
The mission was to simplify, modernize, and premiumize the Asahi Super Dry packaging. Additionally, adopting a modern silver color palette across both primary and secondary packaging creates a unified global brand image, enhancing its premium appeal.
REBRAND
Visual Identy Update
Asahi Super Dry has shifted from a black brand world to a silver one, aligning the brand with their iconic primary packs. The new look matches the beer’s crisp and refreshing taste profile, representing the biggest shift the brand has ever made.
Creative Direction Gary Westlake
Design Direction Erin Fiore
Senior Designer Verena Bublak
Brand World
Simplify, modernise and premiumise the Asahi Super Dry Brand for a globally unified visual identity.
PARTNERSHIP
Rugby World Cup 2023
Asahi Super Dry partnered with the Rugby World Cup 2023 as its official beer, providing fans with a refreshing option during the tournament. This collaboration aimed to enhance the overall experience of the event, bringing together the enjoyment of rugby and a quality beverage.
Creative Direction Gary Westlake
Design Direction Erin Fiore
Senior Designer Verena Bublak
LIMITED EDITION
Sense Tokyo
Core Creative Idea
The vibrant essence of Tokyo through unique packaging and design.
PRODUCT INNOVATION
Smooth Foam Can
Unique product innovation