Image Credit : Design Bridge
Project Overview
Embracing the playful absurdities of Hong Kong life to transform a local craft beer brand.
Project Commissioner
Project Creator
Project Brief
Launched in 2017, HK YAU was brewed exclusively for the lively Hong Kong craft beer scene, but its generic design was being overlooked and needed to create a stronger connection to genuinely resonate with local consumers.
Now, Hong Kongers are a proud bunch. And they’re particularly proud of their unique local dialect.
‘Yau’ translates as ‘friendship’, and this inspired us to turn the Cantonese symbol for ‘Yau’ into a friendly smile for our bold new brand mark.
Project Innovation/Need
BOLD. UNIQUE. HYPER-LOCAL.
In local streetwise vernacular ‘Yau’ also gets twisted into weirdly cryptic descriptions of the quirky and most endearing character traits of friends. We selected 3 ‘Yauisms’ to name the 3 brews, and then brought them to life in collaboration with local illustration trio Brainrental. Set against our new colour palette of piercing magenta, ultramarine and cerulean blue, our Yauisms are unmissable behind the bar.
A boldy unique hyper-local expression that embraces the playful absurdities of Hong Kong life, YAU now excites locals whilst also appealing to curious ex-pats and tourists eager to explore the local beer culture in the bars of Mongkok, the laneways of Lan Kwai Fong, and beyond…
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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