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 – our opportunity was to create an exciting new visual world to truly bring to life the confident attitude at the heart of the brand.
Our 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.
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.