Cass

Connecting with Korean Youth

As the leading beer brand in South Korea, Cass needed to strengthen its connection with younger consumers in an increasingly competitive market.

Through an in-depth immersion into the category’s visual codes, we identified two key attributes to guide the redesign: attitude and refreshment.

The new design established blue as the brand’s primary color code. Combined with silver and geometric elements, it reinforces visual associations with ice and coldness, amplifying the perception of refreshment. The logo was redesigned to improve legibility, movement, and presence, expressing the brand’s personality more clearly and confidently.

To further reinforce the brand’s modern and innovative positioning, the packaging incorporated thermochromic ink that changes color when the beer reaches its ideal drinking temperature. Beyond enhancing the perception of refreshment, this feature creates a direct interaction with consumers and strengthens one of the brand’s most distinctive territories.

The result is a more contemporary, distinctive, and relevant identity for a new generation of consumers.