Asahi Super Dry, Japan’s leading beer brand, has unveiled its most significant packaging redesign in nearly 37 years, aimed at enhancing its global appeal and reinforcing its premium image. The updated packaging system, developed by Purple Creative, comes as the brand continues to expand its global footprint and refine its identity across markets.
With the growth of Asahi Super Dry’s international portfolio, the redesign was seen as a crucial step in creating greater consistency across its products while elevating the brand’s distinct ‘Super Dry’ taste message. The new packaging will be used across both primary and secondary packaging, offering a streamlined, modern aesthetic that aligns with the brand’s forward-thinking approach.
Gary Westlake, creative director at Purple, explained, “We leaned into traditional Japanese principles of precision, harmony, and balance to simplify and modernize the brand identity. This redesign helps Asahi Super Dry stand out in a crowded market and gives the brand a more premium feel, with a unified silver color palette that speaks to the brand’s core values.”
The new design system is versatile, allowing for consistency across current and future product innovations, including new offerings like Asahi Super Dry 0.0% and limited-edition releases such as the brand’s partnerships with Manchester City. Each package is now less cluttered, with refined and elevated core brand elements, ensuring a more distinctive and premium presentation across the range.
Alice Garton, senior brand manager at Asahi Europe & International, added, “At Asahi Super Dry, we are always looking forward. We aim to continually evolve our brand to make it even more premium and distinctive. Uniting our portfolio with the silver palette—our heritage color—will ensure global consistency for all packaging, now and in the future.”
The redesign was a collaborative effort between Asahi’s teams in Tokyo and Asahi Europe & International, with Purple Creative in London leading the global design project.
Looking ahead, Garton also shared the brand’s ambitious goals: “Our aim is to become one of the world’s top 10 super-premium beer brands by 2030. We are confident that this new, globally consistent packaging will help set Asahi Super Dry apart, creating real premium appeal from the first glance on the shelf to the first sip of the Super Dry taste.”
The new packaging has already launched in Asia, with rollouts planned across the EMEA region starting in Q3 2024, and a U.S. launch scheduled for 2025.
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