Chris little
The Art of Simplicity
Kirin
Until recently Kirin was a relatively unknown Japanese beer, long overlooked by Australian drinkers for the likes of Asahi and Sapporo.
So we developed a creative platform that unlike our competitors was not based on providence but instead on a philosophy of simplicity - key practice in Japanese culture.
First we developed a strong aesthetic that was put into print and circulated to all suppliers. Then we went about reshooting, rewriting and rescripting each of the key assets from a brand film to point of connection visuals. Bold, confident, authentically Japanese and elegantly simple – a completely new suite of comms were launched into premium paid media placements, social and sponsorship properties around the country and the platform has also spawned a number of other exciting partnerships with like minded brands and creative minds that will be launched in late 2018.
Early results have been strong with double figure growth and 68% growth in the brand’s spontaneous awareness.
Credits
Chris Little (CD Art and Copy), Matt Ennis (AD), Josie Burns (CW)
Various Brand Book pages.
Various Brand Book pages.
Kirin Megumi limited edition cans. Artwork by Jun Inoue.
Various Brand Book pages.