Hong Kong Craft Beer Branding
Creating a local craft beer brand in collaboration with Carlsberg & Brooklyn Brewery.
Carlsberg entrusted us with creating a craft beer brand that Hong Kongers will proudly adopt as their own.
We worked alongside the Hong Kong and Brooklyn teams to create a clear and unique brand manifesto where East meets West in a creative craft beer universe.
Services Used
- 01. Brand Naming
- 02. Brand Playbook
- 03. Brand Identity Design
- 05. Brand Guidelines
- 06. Brand Assets
- 07. Website Design
- 08. Presentations and Brochures
- 09. Events & Key Visuals
- + Photography, Videography + Social Media
Client feedback
ipulse has on countless occasion's delivered us with an excellent final product whether that be a product rebrand or a fully functional website.
The YAU spirit is about the power of camaraderie and community. It is about shared passion, like minds and, at the end of the day, people.
We named the master brand HK YAU – the character YAU <<友>> expressing the spirit of friendship and community in the authentic Hong Kong culture. The three new beer variants use local flavours and recipes with a North American influence. To explain this mix of east vs west, “Times Square Lager’, “Underground Pale Ale”, and “New Kong Wheat” were born.
A career highlight to follow in such esteemed branding talents.
Milton Glaser’s iconic Brooklyn Brewery logo will forever be loved for its stylish, symmetrical simplicity that captures the essence of the Brooklyn brand. We were briefed to review the full range of Brooklyn Brewery brands and keep them aligned.
The brand identity we created has the East vs West graphic influence around the outer circle. The centre YAU mark is uniquely hand-drawn, linking back to the local craftmanship concept and a nod to Milton himself.
We also found the last remaining neon sign maker and commissioned him to craft a handmade, customised HK YAU neon sign
Brand colours, packaging and a nod back to Hong Kong craftsmanship.
The master brand identity colour is synonymous with Hong Kong. The swarms of red taxis to the red glows from the neon bar signs. By exploring the history of neon sign-making in Hong Kong, we developed the brand colours’ palette (red, blue, green, and black).
For the three beer variants, Lager, Wheat and Pale Ale, we worked with neon Pantone to translate the concept of neon lights onto all packaging design and POS.
An eighteen-month journey and a successful rollout across Hong Kong.
Comprehensive brand guidelines were created to cover the brand’s application from the brewery to the bar. We created a specific brand DNA running across all marketing channels.
Beer tap handles, glassware and marketing campaigns, along with full days of photography and video shoots.
We stayed engaged as a creative design agency to deliver a social media strategy, content creation, and management across the first year following launch.
