Carbon Brews

An employee driven brewery stepping out of the traditional confines of local brewing.

Visual Identity

Challenge

Carbon Brews is never meant to be conventional. The home of Hong Kong's third-largest brewery is employee-driven and its portfolio is constantly evolving without a core collection or seasonal beers. Carbon Brews wants its external brand to be recognised as a unique platform for experimentation and brewing creativity within the already saturated craft beer market in Asia.

Solution

An experimental identity and packaging system for an award-winning brewery that separates itself from the rest of its competition. To entice a new and different audience of craft beer drinkers and to reflect their core unique beliefs, sense of experimentation, and brewing creativity.

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Impact

One year after the re-brand, Carbon Brews has already won awards and gained recognition across Asia.

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Location

Hong Kong

Sector

Consumer Product

Release Year

2018

Credits

Photos: Sunsun Leung

Services

Visual Identity

Brand Messaging

Brand Guidelines

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Full Case Study

Carbon Brews is never meant to be conventional. The home of Hong Kong's third-largest brewery is employee-driven and its portfolio is constantly evolving without a core collection or seasonal beers. Carbon Brews wanted a new packing system and identity that better reflected their innovative craft beers.

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Process

kith&kin invited Carbon Brews to brand strategy workshops where the two worked together to understand exactly how Carbon Brews wanted to express themselves in their packaging and identity. It was important for us to allow different artists to create label artwork that can faithfully express the product. Like the experimental beer within, the artwork should be exciting and ever-changing and never hindered by the rules of the brand. The challenge was to give an opportunity for artistic freedom whilst retaining a strong and familiar identity.

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Design

The thinking behind our concept was to take a step back to understand carbon as a foundational element to all organic compounds. From carbon, anything can happen, anything can be created. This foundational aspect of carbon is portrayed in the logomark, where one element (the square) forms a larger whole. From there, the square is built up to form the structure of the brand, from labels, coasters, and other graphical elements. Carbon is essential to creation, as is each employee to Carbon Brews.

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Impact

Over recent years, Hong Kong's craft beer market has grown to be one of the most influential in Asia. Most of these market leaders have adopted the traditional aesthetics of Hong Kong but we felt it was more important to tell the Carbon Brews story in the Carbon Brews way. Thus with the final designs of Carbon Brews’ black can and its labelling, a representation of the periodic table, every opportunity can now be taken to tell the story and set itself apart from the competition.

Location

Hong Kong

Sector

Consumer Product

Release

2018

Credits

Photos: Sunsun Leung

Services

Visual Identity

Brand Messaging

Brand Guidelines

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Carbon Brews

Carbon Brews

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