A new wind in the market by improving the sense of royalty and quality

Kirin Green’s Free was launched in 2020 as a “natural beer-tasting carbonated beverage” in response to growing health consciousness.

This product is the first of its kind in Japan to be made without flavoring or artificial sweeteners, which are common ingredients in non-alcoholic beers, and to enjoy the benefits of the barley, hops, and other ingredients as they are, thanks to Kirin Brewery’s long-accumulated technological expertise. The result is a non-alcoholic beer-flavored beverage that people are willing to pick up in the non-alcoholic market, where it used to be the preferred alternative to beer.

In recent years, health-conscious consumers have become more health-conscious than when the product was first released due to the Corona Vortex, and sales in the non-alcoholic market have been on a steady rise accordingly.

Therefore, this spring, KIRIN launched a new product with a significantly renewed flavor and package. Bravis was in charge of the package design.

The new product features a blend of three types of hops, including rare hops. The unparalleled taste has been achieved, and the package design has an imposing appearance with a sense of beer royalty. The new brand color, a slightly bluish green, expresses a sense of quality and embodies the “slightly special non-alcoholic” appeal that is also promoted in the communication. The logo uses a band that looks as if it is swaying in the wind in order to ensure the freshness and lightness of the contents despite the specialness of the product.

In the non-alcoholic market, where many packages mainly promote a sense of health, this package design instantly conveys a sense of deliciousness and specialness, making people naturally want to pick up the product.