Credits Corporate Name of Client: Kirin Brewery Co., Ltd. Design Company: CLOUD8 Inc. Executive Creative Director: Zenji Hashimoto Art Director: Zenji Hashimoto Graphic Designers: Yuta Ujibe/Hitomi Mori
Basic description of the project: Minimum-sugar, low-calorie beer is the latest segment in the beer category, reflecting Japanese consumer concern over health maintenance and lifestyle choices. Green was the initial category color.
The new design sought the appropriate balance of a “beer-look” with a lifestyle proposition. The solution – to lessen extraneous elements (reflecting less calories and sugar), showing svelte graphics and simplified color codes of white and silver. White stresses the elimination of excess, and highlights the brand ZERO. The Kirin symbol is the only colored element, and a unique white color was developed that avoided bluish hues under natural and artificial light.