Country
中国(China)
Official website
https://www.designbridge.com/
Company Introduction
Design Bridge is a global design agency with 5 Studios around the world. Founded in 1986 in London, UK, Design Bridge has organically grown Studios in Amsterdam, Singapore, New York and Shanghai, and there are now over 400 people working collaboratively around the world. Experts at building emotional connections with consumers through exceptionally crafted, powerful design, Design Bridge works with some of the most iconic brands in the world, as well as some of the smallest and newest (and most exciting) start-ups. Design Bridge has won numerous international creative awards including Pentawards, Mobius, New York Festivals, Design Week Awards, D&AD and DBA Design Effectiveness for a broad range of clients that includes Unilever, Diageo, Mastercard, Colgate-Palmolive, Reckitt and Mondelēz. You’ll often find us speaking at industry events and on creative awards judging panels, and we're involved in a series of programmes and initiatives that support the future generation of talent, including running our own annual student awards competition.
Images
Brand Name
Wusu beer
Designer Name
Tim Wilcox, Soh Jin Ping, Melissa Han, Roderigo Ortega, He Shuai, Clancey Shen, Alice Ng, Kenneth Goh, Sam Profeta, Jennifer Lin, Micky He
Position of Designer
Team collaboration from Juniors to Creative Director
Client
Carlsberg (China) Breweries and Trading Co., Ltd.
Target Group
Product is launched on EC, targeting existing Wusu drinkers and recruiting new drinkers
Major sales
电商 E-commerce
Positioning
大货 Mass Production
Design Story
Wusu created a new Strong Brew product development, at abv 6.8%. Our challenge was to deliver an eye-catching design that balances the mysterious allure of Xinjiang—Wusu’s origin, with the hardcore strength of the brand attitude, depicted in a way that is undeniably Wusu. The Kingdom of Loulan has always been a symbol of Xinjiang mystery. Legend tells a tale of a prosperous ancient kingdom along the Silk Road, situated in today’s Xinjiang, suddenly and very mysteriously disappeared overnight. Loulan has been attracting curiosity and enthusiasm for centuries. Leveraging the mystery of Loulan, we revisited the lost kingdom and uncovered the secret recipe of an exceptionally strong brew.
Highlights
Information and imageries of Loulan Kingdom are limited. Digging deep into archives and taking inspirations from Loulan-inspired gaming concept visuals, we reimagine Loulan in its glorious heyday, illustrating the details of historical architecture and lively bazaar in a style and colour scheme that exudes mystery and hardcore strength.
Market Performance
Launch sales of 347,000+ cans Ranked among the top 10 best-selling beers on Tmall Ranked TOP1 in the Tmall store's best-selling list The conversion rate is 2x that of the classic red Wusu Launch GMV 1,937,230
Material
其他
Craft
6-colour printing production on 330ml aluminum sleek can
Does the design solve the problems that are common across the product category?
N/A
What functional designs of the work have enhanced the user experience?
N/A
Did the design help increase the sales performance of the product?
N/A
Does the work consider sustainability (environmentally or commercially, or both)?
N/A
Additional Materials