If you were to guess what the best-selling beer in the world is, chances are you wouldn’t say the Chinese brand Snow Beer. In fact, you’ve likely never even heard of it. Alas, this foamy brew is the most widely consumed beer on the planet and has been since 2008.
The international brand design agency Pearlfisher was recently brought on by the Snow Beer folks to execute a much-needed brand overhaul for their Brave The World varietal. Essentially, they needed a look and feel worthy of their #1-beer-in-the-world standing.
Pearlfisher developed a new brand strategy, visual identity, and packaging design for Snow Beer, driven by its mission of appealing to Gen Z consumers. “Our opportunity was to create an exciting new visual world to truly bring to life the confident attitude at the heart of the brand,” they state on their site.
The creative team cultivated an intensified sense of challenge and adventure with a palette of icy blues coupled with layered paint-stroke textures and mountain range imagery. Bright magenta accents add pops of flair and dynamism throughout the assets and new can and bottle designs. Minimal messaging allows for more prominent placement of the Snow Beer logo, while a rock climber figure continues their pursuit of even greater heights below the logo along the bluff’s edge that’s jagged with a ripped paper texture.
While Snow Beer has already reached the top of beer brands worldwide, this new branding makes it clear the brand is determined to keep climbing.