Carbon Brews is never meant to be conventional. The home of Hong Kong's third-largest brewery is employee-driven and its portfolio is constantly evolving without a core collection or seasonal beers. Carbon Brews wanted a new packing system and identity that better reflected their innovative craft beers.
kith&kin invited Carbon Brews to brand strategy workshops where the two worked together to understand exactly how Carbon Brews wanted to express themselves in their packaging and identity. It was important for us to allow different artists to create label artwork that can faithfully express the product. Like the experimental beer within, the artwork should be exciting and ever-changing and never hindered by the rules of the brand. The challenge was to give an opportunity for artistic freedom whilst retaining a strong and familiar identity.
The thinking behind our concept was to take a step back to understand carbon as a foundational element to all organic compounds. From carbon, anything can happen, anything can be created. This foundational aspect of carbon is portrayed in the logomark, where one element (the square) forms a larger whole. From there, the square is built up to form the structure of the brand, from labels, coasters, and other graphical elements. Carbon is essential to creation, as is each employee to Carbon Brews.
Over recent years, Hong Kong's craft beer market has grown to be one of the most influential in Asia. Most of these market leaders have adopted the traditional aesthetics of Hong Kong but we felt it was more important to tell the Carbon Brews story in the Carbon Brews way. Thus with the final designs of Carbon Brews’ black can and its labelling, a representation of the periodic table, every opportunity can now be taken to tell the story and set itself apart from the competition.