Chayu Brewery
designing a playful, tea-inspired beverage brand
Type:
Independent Branding & Visual Design Project
Timeline:
June 2023, 4 days
Overview:
According to Forbes, the non-alcoholic drink industry is anticipating a big boom in sales in the coming years owing to a rising consumer base that is more health conscious and interested in low-proof drinks or abstaining completely. With 2022 sales surpassing $11 billion, the IWSR, a source for global beverage alcohol trends, is expecting double-digit volume growth of the non-alcoholic drink industry by 2026. I designed a non-alcoholic beer brand to fill the growing demand for more diverse, experimental flavours in the non-alcoholic drink category.
CHAYU BREWERY is named after a play on the Korean words for tea and freedom. Their tea-inspired non-alcoholic beers gives you the freedom to enjoy your favorite beverages on any occasion without the hangover. Their brand identity brings a bold modularity to the main packaging graphics from the custom Korean lettering to color palette that evokes bubbly vibrance. The brand’s offerings target tea-lovers looking for their next taste adventure and wellness-centric folk exploring non-alcoholic beverage options.
The main logotype uses the La Volicia typeface, an expressive sans-serif that combines confidence and sophistication with wideset characters, sleek lines, and contrasting stroke width. Inspired by the rich lineage of Italian type, the logo conjures an idealistic beauty, bringing a fresh, unexpected take on a brewery identity that looks to reshape the culture around craft beers and bring greater inclusivity.