"The Kirin brand was re-launched in the Australian market in late 2007 and
has been remarkably successful. The packaging alone has supported
significant growth with no above-the-line support and limited below-the-line
communication.
The packaging outcomes marked the adoption of clear pressure sensitive
labeling techniques to the Lion Nathan business and the approach has been
used as a milestone outcome within the business. Inspired by the simplicity,
purity and Japanese craftsmanship, the identity and packaging have been
created using traditional Japanese methods. This is also a reflection of the
Ofirst press¹ beer style which uses a pure filtration process to extract the
best of the brew. The Kanji (Japanese characters) and Obrush-stroke¹
calligraphy have been created by an authentic Japanese calligrapher and
artist are sympathetic to Japanese traditions and meet exacting standards
for approval by the Kirin Holding company.
All packaging components used the highest levels of production standards
available including a single UV varnish with high-build raise on the bottle
with a foil neck, a UV varnish with emboss on the 6 pack and a spot UV
varnish on the carton."
Designed by Australia based Didonato.
Chum Wong
