STEINLAGER TOKYO DRY
Creative Director: Arch MacDonnell Design Director: Toby Curnow Client: Lion Breweries
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