Chang Tower
Chang Beer tower
Chang Beer tower
Designing the Chang beer tower
Challenge
Challenge
Design a beer tower for Chang that is unique to the beer market but still in keeping with the brand's aesthetics.
The emergence of the Asahi towers changed the way beer towers are perceived. They have increasingly become less of a functional product and more of a creative beacon for the brand defining consumer experience. They have become an experience extension of the brand.
The challenge was to design a tower that is uniquely Chang and in keeping with it's other brand touch points. It must hero the brand to both loyal Chang consumers and non Chang consumers.
Value
The aesthetics of the tower was inspired by a mixture of the brand word mark and the beer fount preceding it. It was designed to be a beacon for the brand and to 'showoff' Chang beer in a social environment. The fluid design structure is injection moulded from PC making it more durable in tough environments and resistant to dropping.
The word mark lights up when the double wall beer chamber is inserted, which not only does it make it unique, but also has the functional benefit of keeping the beer cooler for longer, enabling for a better drinking experience.
The double wall creates the illusion of the beer floating in air, creating a halo centrepiece framing the beer making it the main focus. The chamber is LED lit magnifying the quality of Chang beer.
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