The challenge was to upgrade the visual identity of Cass
a significant Korean brand positioned for the young, and one that was losing expressiveness to its competitors.
To understand the codes that dialogue with this audience we studied the universe of local beers, communicating the two key attributes desired by the consumer, attitude and freshness, was among our priorities.
The new Cass has graphics that convey joviality, freshness and attitude, besides the new color code and expressive geometric designs on the background.
Unlike the Brazilian market, Asian aesthetic references are quirky and unique. However, looking into this market carefully and without prejudice, we successfully faced a challenge that had lasted for some time already: the apathy of the brand in a market where the competition was growing steadily.
The new identity got Cass to resume its prominent position in the Korean market.
The logo has been redesigned and its striking features kept, but now with added movement and readability.
The new labels have been designed to complement the novelties.
To capitalize on the blue of the brand on the of consumers’ mind, the presence of this powerful color code has been strengthened on the packaging.
Freshness, one of the most striking characteristics of this beer, was strengthened by 3 factors: the blue, the silver and the textures with geometric shapes and allusion to ice and splash, which communicates this attribute quickly.