Ambrosianer

Background

China is the world's largest beer producer. Why, then, would one bottle beer in Germany and ship it to China?
China is vast, and its domestic beer market still holds potential. German beers enjoy great popularity worldwide, and Chinese consumers are eager for new products and brands.
Moreover, the range of beers available on the Chinese market has become so homogenized due to recent acquisitions that connoisseurs in major cities are following a trend from America and increasingly turning to craft beer. These are ample reasons for Ms. Wang from Leipzig to export beer to China.

"The Chinese love the German Purity Law."

From zero to 5.2% ABV.

The goal was to develop a beer brand for the Chinese market that embodies German brewing tradition—one where "typically German" can be not only tasted but also seen.
A list of potential names was checked against the trademark register for possible trademark infringements.

Market Research in China

The designs were tested by the Chinese distribution partner. They favored a "hip" aesthetic, and the initial brief was rewritten for a craft beer.

A producer’s soul paired with a consumer-friendly look

Minimalism, more surface area, and bolder colors won over the distribution partner. The brand is now a true hybrid. The initial 10,000 bottles have long since been emptied. Cherry, chocolate, and orange beers are set to follow the wheat beer.

Project Facts

Client: Jiayao Wang, Leipzig
Task: Brand development of a German beer for the Chinese market, including naming, slogan development, label design, and packaging
Period: June 2016–June 2017
Team: Jessica Chau, Melissa Ristau, Jakob Gleisberg, Hendrik Möller