Crafting new global packaging and brand world for Asahi Super Dry

As their global portfolio grew, Asahi Super Dry wanted to ensure their brand world continued to present a differentiated and consistent look – not a fragmented one.

We adopted three key design strategies to help them achieve their vision:

1) PREMIUMISE the Asahi Super Dry packaging
2) Elevate the unique ‘SUPER DRY’ taste message
3) Adopt a modern, SILVER colour palette to create a unified global brand image

On pack

We spearheaded the most significant design update in almost 37 years, evolving the global packaging design system for Asahi Super Dry. As a key reason to believe, we elevated Asahi Super ‘Dry’ taste statement and de-cluttered the design, moving from a black world to a refreshingly minimal silver world.

The flexible system creates strong consistency for all 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 visual identity, we created strong brand cut-through to become more meaningful in a 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.

The silver colour palette is built from our can packaging heritage and represents our unique Super Dry crisp taste profile, which unites the packaging and visual identity globally.

That’s fascinating…

We elevated the Super Dry message because Asahi’s brewers created the Super Dry category in 1987. Inspired by dry sake, they invented a beer that was uniquely refreshing and went well with food.