Following the acquisition of Independent Distillers Australia in 2013, Asahi Breweries needed to develop a corporate identity system for the group’s new company, Asahi Beverages.The challenge was to create a unified corporate identity while allowing the commercial units to remain independently branded.
The design strategy focused 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 approach was to develop a classic and understated visual strategy that honored the authentic origins of the Asahi parent brand while capturing the effervescent spirit and personality of the Schweppes Australia business. This would inject warmth, energy, and modernity into the new identity.
The Edison Agency supported Asahi Beverages in the national roll-out of the new brand identity system, extending it to signage and on-site way-finding. The design system was built on the existing Visual Identity Design Guide and included a comprehensive instructional outline for application in exterior and interior branded environments.
The simple and modern style was designed to ensure maximum cut-through and aid navigation across all Australian sites, while honoring the authentic origins of the Asahi parent brand.
