Designing A Premium Craft Beer Brand For China

• Prize
  Honorable Mention in Beverage / Packaging
• Company
  Metric Design Studio
• Lead
  Sarah Scott
• Team
  Daniel Cheng & Metric Design Studio
• Client
  GAIA

Metric Design Studio (MDS) was challenged with the task of designing a craft beer brand for the Chinese market. In Chinese culture the goldfish represents wealth and prosperity. The word for goldfish in Mandarin is "JinYu" and it translates to abundance. We combined that with inspiration from Mother Nature, resulting in GAIA, a beer celebrating nature's harmony. The beer was positioned at a premium price point at local establishments, while the focus was drawn to the high quality ingredients used in the brewing process. The brand launched successfully in the market across eight cities.