With a complete redesign, the local beer brand Harbin aims to appeal to the self-confident youth of a new China. In order to achieve this, the design combines four aspects: the first character of the Chinese brand name, “Ha”, can be interpreted as uninhibited laughter, exuding optimism. The transformation of the brand’s iconic “Ice Mountain” into an “Ice Mountain Lightning Bolt” expresses speed and foresight. The logo combines the Chinese and English brand names to represent duality as a way of life. Finally, under the motto “more is more”, the simple beer label is extended with statement stickers.
AB InBev, Shanghai, China
JKR René & Yolanda Branding Design Co., Ltd., Shanghai, China
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