• Chuhai Hyoketsu1
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Chuhai Hyoketsu1 Chuhai Hyoketsu2 Chuhai Hyoketsu3 Chuhai Hyoketsu4 Chuhai Hyoketsu5 Chuhai Hyoketsu6 Chuhai Hyoketsu7

Chuhai Hyoketsu

Kirin Brewery

2011 marked 10 years since Kirin Brewery first launched Hyoketsu in July 2001. The brand enjoys unchallenged dominance in the Chuhai (a cocktail of shochu, soda water and fruit juice) category. One of the secrets behind the brand's success is the unique 'diamond cut' pattern of the can. Bravis created the diamond cut specifically to broaden the product's appeal beyond the traditional market of men middle-aged and older to a new audience in its twenties and thirties. With its bold combination of blue and silver, the product was an immediate hit and ranks among Japan's most recognized brands.

Our jumping-off point was bold. We decided that our goal was not to design the package for a new entrant to the existing Chuhai marketplace; our strategy was to create the design for an entirely new market category--'Hyoketsu.' Back then all beverage makers used different color packages for their different Chuhai flavor options. Our approach--a consistent color vocabulary across all offerings--completely overturned the conventional wisdom of the category.

But our approach made sense. Changing the color of the package with each flavor inevitably weakens the power of the brand. Hyoketsu, with its consistent silver and blue look, avoided this pitfall. Indeed, Hyoketsu established itself as the blue and silver brand (rather as Coke is the red and white brand). The Hyoketsu design won the Japan Package Design Association Special Prize in 2003.

The most recent brand renewal achieves a stylish look that projects the feel and taste of fresh fruit even more powerfully.

Services
- Brand Identity
- Package Design
Kirin Brewery Other Project
- Nodogoshi-Nama
- AkiAji
- Chuhai Hyoketsu
- Hyoketsu Lemon Strong
- Hyoketsu Zero
- Kirin Chuhai Hyoketsu Yasashii Kajitsu No 3%
- Kirin Chuhai Hyoketsu Ice Vodka
- Hakusui
- Kirin Beer 100th Anniversary
- HoneyBrown/BeerShokunin
- Kaori Makkoi Umeshu Sodawari
- Kirin Makkoi Umeshu

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