The challenge was to introduce a drink category still relatively unknown in Brazil, but already popular in Japan, across Asia and increasingly present in the US market. As a low-alcohol, ready-to-drink beverage, Chu-Hi has strong growth potential in a market traditionally dominated by beer. The brand needed to feel new and distinctive, while still being immediately understood as an accessible, refreshing and culturally recognizable product.
The visual identity combines traditional and contemporary references from Japanese culture, including tattoo-inspired graphics, samurai aesthetics and ornamental elements. The packaging system uses a “label inside a label” structure to create a more iconic brand block and help the product compete with both beer and ready-to-drink beverages.
Beyond the logo and packaging, the project expanded into a broader visual universe, including apparel, caps, social media templates and brand assets, creating a product identity designed to be recognized, worn, shared and remembered.
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