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.

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.