THE CELESTIAL EMPIRE BEER

Simultaneously with the Veselecky Hmel project, we worked on an even more exotic task of the customer to create the design of the most Chinese beer for the Kazakhstan market.

THE 1990S IN KAZAKHSTAN

were somewhat different than in our country. They brought products to Ukraine from Poland and to Kazakhstan from China. Therefore, the nostalgia in Kazakhstan for the 1990s is, in particular, Chinese beer. It was this product that the customer decided to revive.

COMPLETELY DIFFERENT,

other than Soviet, was the taste and the recipe of Chinese beer. First Brewery reproduced the «same» recipe of light rice beer, a very light drink that was so loved in Kazakhstan.

WE CONSIDERED

the brand through the prism of memories of the audience of the 1990s about everything Chinese and researched with the customer what attributes it remembered.

THIS WAS HOW

the exact implementation of the nostalgic design of beer appeared, in which we added a few traditional attributes. The red Chinese seal and the dragon, of course. The pagoda fit on the seal, and the dragon was arranged in a completely unexpected place — on the back of the label.

NOT A WORD ABOUT DRAGONS

was not an issue, because it was not long that our beautiful fire dragon was hiding behind the label. It was soon released to decorate posters, fridges, and wobblers and to tell the market about the very Chinese beer of the very 1990s.