Following the acquisition of Independent Distillers Australia in 2013, Asahi Breweries engaged The Edison Agency to developed a corporate identity system for the group’s new company – Asahi Beverages. This was to see the merging of both Asahi Premium Beverages (formerly IDA) with their sister company, Schweppes Australia. This project was used as the launching platform for the two businesses as they moved forward with unified corporate and HR functions, leaving their commercial units to remain independently branded.
The design strategy focussed on creating a new brandmark, brand architecture model and identity system that signified the unification of both Australian businesses into the new Asahi Beverages brand. The classic and understated visual strategy was designed to honour the authentic origins of the Asahi parent brand, whilst also capturing the effervescent spirit and personality of the Schweppes Australia business – injecting warmth, energy and modernity.