AB InBev: Boxing Cat by RGA

R/GA Shanghai is behind the visual transformation of one of China’s first microbrewery brands, Boxing Cat. The broad sweep of work includes complete look and feel redesign, and bringing Boxing Cat’s newest craft beer to market via an integrated campaign.

With craft beer accounting for just 1% of total beer sales in China compared to around 14% globally, R/GA Shanghai’s role was to break down barriers to consideration, and drive trial amongst younger consumers who equate “craft” with “expensive” and a “heavy taste”.

R/GA Shanghai approached the project holistically, creating a masterbrand from the logo up. A new tagline of “Live With A Punch”, coupled with a clean, pared-back design resulted in high-impact applications across labels, packaging, point-of-sale and promo materials, transforming and unifying Boxing Cat’s range of existing products.