Asahi Super Dry - Portfolio pack refresh

We evolved the global packaging design system for Asahi Super Dry, Japan’s No.1 beer, in the most significant design update in almost 37 years.

With the growth of the brand’s global portfolio, it was an important time to create consistency, premiumise and elevate the unique ‘Super Dry’ taste message across all primary and secondary packs. 

We leant into the traditional Japanese aesthetic of precision, harmony and balance by simplifying and modernising the identity, to help the brand cut-through and be more meaningful in a cluttered beer category.

The new global packaging will help Asahi Super Dry stand out in a distinctive way, showcasing the innovative Asahi brewing credentials and highlighting the brand’s progressive thinking that has led them to set new standards in beer.

The flexible system has been applied to all packaging, all of which have been de-cluttered, and the core distinctive brand assets refined, amplified and elevated. The system also allows current innovations, like Asahi Super Dry 0.0%, or any future promotional or limited edition packs, like Manchester City partnerships, to be consistent and stand-out. 

The evolved packaging has gone live across Asia and will launch across the EMEA region from Q3 2024 and in USA in 2025.