Smooth in texture yet rich in taste, exceptional every sip of the way.
ABC STOUT
BRAND PROPOSITION
ABC Extra Stout is iconic stout brand in Myanmar. To reel in younger consumers, theyre releasing 3 innovative products. The Smooth, Session & Fruity Stouts.
THE BRIEF
Design the line-extension of ABC Stout which captures the exploratory and self progressive identity of resilient Myanmar.
THE OBJECTIVE
Appeal to and recruit a new generation of Stout drinker in Myanmar who are looking for new experience and expressions
BRAND ASSET
PACKAGING ASSETS
Masterfully brewed and thoughtfully blended
SMOOTH
SESSION/PAUK SI
FRUITY
ABV 5-7%
Taste: Stout base with a hint of caramel
Appeal: Lighter taste & subtle sweetness make it perfect for a casual drink.
ABV 6-8%
Taste: Stout base with Lager, Hint of caramel
Appeal: Flavours that won’t overwhelm you and can drink multiples without getting rocked. They’re your all day drinking type of beer.
ABV 5-7%
Taste: Stout base
fruit flavor/juice compound,
less body, fruity notes
Appeal: For the younger drinkers who dislike the bitterness of stout
INNOVATIONS IN THE MARKET
RANGE EXTENSION EXERCISE
CREATIVE DIRECTIONS
SKETCHES
FEEDBACK
Smooth is the first one to be launched and the client wanted us tofocus more on this. The smooth taste of the new innovation did not shine through.
DESIGN DEVELOPMENT
JOURNEY TO BEING EXCEPTIONAL
- THE BALANCED BLEND
Perfect balance of bitter & the sweet, strength & smoothness.
PACKAGING GUIDELINE
