Japan’s leading beer, Asahi Super Dry, has undergone its most significant packaging redesign in nearly 37 years.
The updated look, created by Purple Creative in London, aims to unify the brand’s global portfolio while enhancing its premium appeal.
The new design features a modern silver palette and refined brand assets and highlights the brand's commitment to precision and innovation
Gary Westlake, creative director at Purple Creative, talked about how the redesigned packaging came to be:
"We leaned into the traditional Japanese aesthetic of precision, harmony and balance by simplifying and modernising our identity, to help the brand cut-through and be more meaningful in a cluttered beer category."
Alice Garton, senior brand manager for Asahi Europe & International, explained the reason behind the redesign:
"At Asahi Super Dry we never want to stand still. We want to continually look forward, to make our brand even more premium and distinctive. That’s why we have united our entire portfolio with a silver palette, our heritage colour that defines our progressive DNA."
A cohesive global design strengthens consumer recognition and loyalty, reinforcing Asahi Super Dry's premium positioning.
This move illustrates how design agencies continue to play a crucial role in translating brand values into impactful, modernized visual identities.
Redesign Supports Global Expansion and Super-Premium Goals
The flexible design system will be applied across all Asahi Super Dry packaging, including flagship products, innovations like Asahi Super Dry 0.0%, and limited editions such as partnerships with Premier League football club Manchester City.
The goal is to create global consistency that reflects the brand's "progressive DNA" while maintaining standout appeal.
The redesign aligns with Asahi’s ambition to become a globally recognized, super-premium top 10 beer brand by 2030.
The revamped packaging has already launched in Asia, with rollouts across the EMEA region slated for Q3 2024 and the U.S. in 2025.
A few months ago, Lucozade likewise rolled out an extensive redesign for the first time in nearly a century.
