Agency: RGA
Client: AB InBev
Date: Jun 2019
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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.


Creative Agency: R/GA SHANGHAI

Executive Creative Director: Terence Leong

Creative Director: Shing Sian Chew

Associate Creative Director: Rich Harris

Copywriter: Fang Cao

Designer: Jeremy Wang

Content Producer: Ivy Low

Producer: Ann Yao

Strategy Director: Connie Ho

Planner: Alan Wu

Account Director: Angela Tan

Managing Director: Sook Ping Chow

Production Company: FINAL FRONTIER

Executive Producer: Chris Colman, Gustavo Karam, Julieta Zajaczkowski

Director: LE CUBE

Animation Studio: LE CUBE

Director: Ralph Karam

Executive producer: Juan Manuel Freire, Fernanda Soma

Music & Sound Production: Kersound Studios

Composer: Akira Terao

Singer: Yang Kai 杨锴

Music Supervisor: Greg Yu

Music & Sound Design: KerSound

Composer: Akira Terao