ELEVATING ASAHI SUPER DRY INTO AN IDENTITY STATEMENT
Creative Direction
Art Direction
Art Direction
THE MISSION
In the UK, Asahi Super Dry was the cheap beer you ordered with sushi. A food pairing, rather than a brand. It had no identity, and no reason for anyone to reach for it outside a Japanese restaurant. The brief was to reposition it as a premium beer with a point of view.
PERSPECTIVE
Asahi Super Dry's brewing method was born from the Japanese spirit of rebellion. Tradition turned on its head to create something new. As such, the brand deserved a visual language to match it. Not beer advertising. Not a pint glass on a bar. Something closer to what Japan actually feels to the UK market.
SOLUTION
I borrowed from Japanese avant-garde culture and treated the beer like an object worth being seen with. The bottle became an earring. The logo became a ring. The can became something you hold, not something you pair. The models, the styling, the art direction were built to make Asahi Super Dry feel like it belongs to rebellious, independent, forward-thinking people.
IMPACT
The work started a complete process of repositioning for Asahi Super Dry in the UK and globally. From a cheap food companion to an embodiment of Japanese coolness. A premium beer that represented Japan's creative confidence, not its cuisine.
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