Chang Beer, Bottle Redesign Launch

Chang Beer

Introducing Chang's new brand design by curating a dynamic brand experience celebrating heritage and innovation...

Thailand's iconic Chang beer wanted to redefine its brand, with a transformation that was more than just new packaging. Moving away from their classic brown bottles to a sleek, contemporary design, Chang embraced a fresh global identity centred around authentically Thai cultural experiences. They wanted us to communicate this vibrant rebranding to an international audience while staying true to its brand roots.

To introduce Chang's new image, complete with a refined formula and modern aesthetic, we curated a brand experience that resonated with both the brand's heritage and its new urban energy. The event needed to reflect modern Thai culture, seamlessly blending tradition with the edge of innovation.

We designed an exclusive launch event at London's iconic OXO Tower, transforming it into a vibrant hub of Thai culture, and providing the perfect backdrop for Chang's global debut. We created a buzz among media and influencers alike by showcasing a lineup of edgy, creative performances. Illusionists, live graffiti artists, and fusion DJs created a multi-sensory journey through art and music.

We wanted the experience to be as memorable as the new Chang beer itself, so we designed a striking Thai boxing-themed bar that brought an exciting twist to the evening. Combining the thrill of Muay Thai with mixology, we offered guests a taste of Thailand's rich cultural tapestry.

Guests also indulged in a selection of traditional Thai food and beverages, carefully curated to complement the new flavours of Chang beer. By bringing together contemporary Thai culture, cutting-edge entertainment, and a luxurious venue, the event captured the essence of Chang's rebrand: ”bold, exciting, and unmistakably Thai."

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