Background

Situation: HK Yau is an existing craft beer collaboration between Carlsberg and Brooklyn Brewery which has struggled to gain market share since its original launch in 2017. The brand’s initial design language and packaging failed to resonate with Hong Kong locals seeking a sense of authenticity or capture the imagination of the large expat community. Brief: To cut through the busy Hong Kong craft scene by fusing boldly progressive craft beer codes with razor sharp local nuance to create an impactful and memorable design language appealing to locals and expats alike. Objective: To be the leading local craft beer brand in Hong Kong. Budget: S$109,402 (design fees)

Describe the creative idea (40% of vote)

The creative idea is Yauism. The concept of Yau 友 runs deep in the psyche of Hong Kong. This simple Cantonese word for ‘friend’ has a great propensity for double meanings. A wonderfully diverse (and very cheeky) range of colloquialisms based on the word Yau 友 has evolved in Hong Kong’s native Cantonese dialect. Each describes a unique character trait within the rich cultural fabric of HK… we call these Yauisms. For example... The Ball-game Yau (波友) is always up for a beer with the match… and maybe just a little bit more! There’s nothing quite like a Yau with benefits!  Yauism is an authentic creative platform to drive relevance with true Hong Kongers and gives expats a unique window into the quirks of Hong Kong’s eclectic community. Target audience: Beer fans, foodies, creative influencers & early adopters who prize storytelling & authenticity above all else.

Describe the execution (40% of vote)

Yau 友 is a beer that brings people together, so it was important placing creative collaboration at the heart of the brand. To amplify local authenticity we collaborated with HK typographer Whtihvdone who handcrafted 友 logo to emphasize a sense of connection and joy, and joined forces with local creative trio Brainrental whose idiosyncratic illustrations brilliantly bring to life each Yauism. The Ball-game Yau (波友 lager) is always up for a beer with the match, and maybe just a little bit more. There’s nothing quite like a Yau with benefits! The Enthusiast Yau (发烧友 pale ale) obsessively pursues their passions at a fever-pitch.  And it’s just not a party unless the Life-of-the-party Yau (猪朋狗友 wheat) is on the scene-eating, drinking and being merry on perpetual repeat. Bold colours, strikingly simple design & unique local nuance combine in an edgy & impactful brandworld quite unlike anything else on the HK scene.

List the results (20% of vote)

Still in soft-launch July 2019, but early signs are extremely positive: - Sales volume increased by 70%; trial to sale conversation rate 40% - 20% increase in outlets buy-in including major restaurant chains The design has achieved real cut-through and resonance; visual impact, cultural depth and the storytelling created ensured notice of the brand and forged long-term emotional connection with consumers. The Yauism platform lays the foundation for brand to be a catalyst for creative collaborations within Hong Kong’s art/craft/design scene. The initial collaborations between Design Bridge, Whtihvdone & Brainrental for this packaging set the tone for an ongoing program creative collaborations. The client sees YAU as a direct and effective visual manifestation of the brief “to cut through the busy Hong Kong craft scene by fusing boldly progressive craft beer codes with sharp local nuance to create an impactful and memorable design language appealing to locals and expats alike”.