New global packaging and brand visual identity for Asahi Super Dry, Japan’s No.1 beer

On pack: The most significant design update in almost 37 years, we have evolved the global packaging design system for Asahi Super Dry. As a key reason to believe, Asahi Super ‘Dry’ taste statement has been elevated on-pack and the design de-cluttered, moving from a black world to a refreshingly minimal silver world. The flexible system creates strong consistency for all brand packaging, from innovation products, like Asahi Super Dry 0.0%, to limited edition packs, like the Manchester City FC partnership.

Off pack: we leant into the unique and arresting Japanese aesthetic of precision, harmony and balance. By simplifying and modernising the brand visual identity, we created strong brand cut-through to become more meaningful in an over-crowded beer category. The core distinctive brand assets have been refined, amplified and elevated, like the famous Kanji icon; a powerful shorthand of modern Japan in Western culture. The silver colour palette is built off our can packaging heritage and represents our unique Super Dry crisp taste profile, which unites our packaging and visual identity globally.