Pearlfisher Refreshes Snow Beer 'Brave The World' For Gen Z

by Rudy Sanchez on 09/07/2021 | 2 Minute Read

Snow is a brand of beer that is largely unknown and rarely consumed outside of its domestic Chinese market. Nevertheless, China is a large enough country, and Snow is so beloved that it's the world's most consumed beer. The brand’s most popular offering, Brave The World, was due for a refresh that better attracted and connected with Gen Z, as the oldest members are now of drinking age.

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Snow enlisted the services of branding agency Pearlfisher, who was more than up for the goal of creating a new look for Brave New World, including new packaging. The core elements of the branding, such as the climber and mountain peak, remain, but the color palette is extended and saturated, creating a more bold and dynamic look.

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Textures like a ragged, torn edge get added for more depth and a sense of adventure and action. The wordmark gets redesigned, and superfluous English words are removed, resulting in a stronger logo that gets even more additional texture with a brushstroke effect.

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“We needed to embrace both the challenger-mentality of the brand and the ethos of challenge and adventure that is at the very heart of the [Brave The World], to open up an exciting new visual world that would connect with the emerging values of the Chinese Gen Z consumer. This audience is expressive, independent, positive, and very receptive to what design can convey in terms of values and ambition. This meant that it was key to immediately engage with this target audience on both a visual and emotional level, by truly bringing to life the confident attitude at the heart of the Brave The World brand,” said Kristoffer Fink Parup, head of strategy, Pearlfisher, in a press release.

The new Brave The World look is now available across China.

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