STEINLAGER TOKYO DRY

Cre­ative Di­rec­tor: Arch MacDon­nell De­sign Di­rec­tor: Toby Curnow Client: Lion Brew­eries

Idealog - - DESIGNERS INSTITUTE OF NEW ZEALAND -

Not quite.

Re­spon­si­ble for the nam­ing, brand­ing, and pack­ag­ing, In­house aimed to com­mu­ni­cate Ja­panese el­e­gance and re­sult? Lion Brew­eries’ most suc­cess­ful heaps of awards, too – in­clud­ing the

In­house de­sign di­rec­tor Toby al­ready de­cided they were go­ing to do a Ja­panese-style beer,” he says, adding that Lion Brew­eries had al­ready done

best parts of New Zealand with some

the con­cept was in the name,” says of Tokyo, and it (the prod­uct) is a dry,

Two Ja­panese de­sign prin­ci­ples process: Kanso ( , a sim­plic­ity or ex­pressed in a plain, sim­ple, nat­u­ral man­ner that re­minds us to think not clar­ity, a kind of clar­ity that may be achieved through omis­sion or ex­clu­sion , nat­u­ral­ness; an ab­sence of pre­tense or This is a re­minder that de­sign is not an ac­ci­dent, even when we are try­ing to It is not a raw na­ture as such but one cre­ate some­thing that had sim­plic­ity and

com­pared to other beers, as well as the MacDon­nell says is a bold move

Curnow adds that red was used be­cause it is strongly as­so­ci­ated with

MacDon­nell says the big­gest ex­em­plary piece of work across var­i­ous medi­ums from pack­ag­ing to brand stan­dards with a clear idea ex­e­cuted to

Given In­house’s suc­cess, it’s a process other de­sign­ers might do well

Gr a p h i c P u r p l e P i n In­house

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