Hite - Max - 하이트 맥스 - Logotype design renewal for Max All Malt Beer
PROJECT: rebranding and packaging design for Max All Malt Beer, a beer brand under HiteJinro's portfolio alongside popular brands like Hite Extra Cold and Cass Fresh Beer.
CHALLENGE: the previous Max branding lacked boldness and didn't effectively communicate the value proposition of the beer.
BRANDING: I redesigned the logo and brand identity with a bolder font that conveys the idea of "Max" sizing and the rich flavor of Max beer, this new visual language better reflects the quality and taste of the product.
CHALLENGE: the previous Max branding lacked boldness and didn't effectively communicate the value proposition of the beer.
BRANDING: I redesigned the logo and brand identity with a bolder font that conveys the idea of "Max" sizing and the rich flavor of Max beer, this new visual language better reflects the quality and taste of the product.
Hite - Max - 하이트 맥스 - Packaging design renewal for Max All Malt Beer
PACKAGING: the packaging design aligns with the new branding, the "Max" branding is prominently displayed on the top of the can or bottle label, with a generous creamy foam image creating a sense of fullness and richness, this design creates a strong visual impact on shelves, ensuring better visibility compared to competitors.
BENEFITS: the new branding and packaging design create a more premium and appealing image for Max All Malt Beer.
The bolder visuals effectively communicate the value proposition of the beer, highlighting its taste and size.
The packaging design stands out on shelves, leading to increased brand awareness and sales.
BENEFITS: the new branding and packaging design create a more premium and appealing image for Max All Malt Beer.
The bolder visuals effectively communicate the value proposition of the beer, highlighting its taste and size.
The packaging design stands out on shelves, leading to increased brand awareness and sales.
Hite - Max - 하이트 맥스 - Before and after
CONTEXT: Hite Jinro Corporation, a prominent player in the Korean beverage industry, traces its roots back to 1933 when it was founded as Chosun Beer Corporation in Yeongdeung-eup, Siheung-gun, Gyeonggi-do, the company made history in 1962 by becoming the first Korean beer exporter, marking the beginning of its global expansion.
In 1993, Hite introduced its flagship beer, "Hite," which quickly gained popularity, 5 years later, in 1998, the company officially rebranded itself as Hite Brewery.
The early 2000s were marked by significant milestones. In 2002, Hite Brewery reached a major achievement by selling over 10 billion bottles of Hite beer, further solidifying its position as a leader in the Korean beer market, in 2005, Hite Brewery and Jinro, Korea's leading soju producer, merged to form the Hite Jinro Group, creating a beverage powerhouse that spanned both beer and distilled spirits.
As part of its global expansion strategy, the company established a dedicated overseas business headquarters in 2007 and set up a local corporation in China to strengthen its presence in international markets, in 2008, Hite Jinro streamlined its corporate structure, with Hite Holdings designated as the holding company and Hite Brewery managing the core brewing operations.
The modern iteration of the company, Hite Jinro Corporation, was officially launched in 2011, since then, the company has continued to diversify its product offerings, expanding its global footprint by exporting its popular beers, soju, and other alcoholic beverages to markets around the world.
Today, Hite Jinro is recognized as a leader in the alcoholic beverage industry, with a strong presence both domestically and internationally.
In 1993, Hite introduced its flagship beer, "Hite," which quickly gained popularity, 5 years later, in 1998, the company officially rebranded itself as Hite Brewery.
The early 2000s were marked by significant milestones. In 2002, Hite Brewery reached a major achievement by selling over 10 billion bottles of Hite beer, further solidifying its position as a leader in the Korean beer market, in 2005, Hite Brewery and Jinro, Korea's leading soju producer, merged to form the Hite Jinro Group, creating a beverage powerhouse that spanned both beer and distilled spirits.
As part of its global expansion strategy, the company established a dedicated overseas business headquarters in 2007 and set up a local corporation in China to strengthen its presence in international markets, in 2008, Hite Jinro streamlined its corporate structure, with Hite Holdings designated as the holding company and Hite Brewery managing the core brewing operations.
The modern iteration of the company, Hite Jinro Corporation, was officially launched in 2011, since then, the company has continued to diversify its product offerings, expanding its global footprint by exporting its popular beers, soju, and other alcoholic beverages to markets around the world.
Today, Hite Jinro is recognized as a leader in the alcoholic beverage industry, with a strong presence both domestically and internationally.
Hite - Max - 하이트 맥스 - Before and after
CONTEXT: Max, a premium brand under Hite Jinro Corporation, holds a distinctive position in the Korean beer market as the country’s first all-malt beer, launched by Hite Jinro to cater to consumers seeking a more sophisticated and robust flavor, Max is brewed exclusively using 100% malt, which differentiates it from many other beers on the market that incorporate adjunct ingredients such as rice or corn.
One of the key elements that contributes to Max’s exceptional quality is its use of 100% freshly harvested hops from New Zealand, these high-quality hops not only enhance the beer’s aroma but also provide a rich, full-bodied flavor that appeals to discerning beer enthusiasts who prefer a more complex and refined taste experience.
Max’s all-malt formulation delivers a depth of flavor characterized by its smoothness and subtle bitterness, making it a popular choice for consumers who appreciate premium ingredients and craftsmanship in their beer, the beer’s balance of malt sweetness and hop bitterness offers a satisfying drinking experience that stands out in Korea's competitive beer market.
Since its introduction, Max has become synonymous with quality and innovation in the domestic beer scene, reflecting Hite Jinro Corporation's commitment to producing high-caliber products, the brand has continued to grow in popularity, not only in South Korea but also in various international markets, further strengthening Hite Jinro’s reputation as a leader in the global alcoholic beverage industry.
One of the key elements that contributes to Max’s exceptional quality is its use of 100% freshly harvested hops from New Zealand, these high-quality hops not only enhance the beer’s aroma but also provide a rich, full-bodied flavor that appeals to discerning beer enthusiasts who prefer a more complex and refined taste experience.
Max’s all-malt formulation delivers a depth of flavor characterized by its smoothness and subtle bitterness, making it a popular choice for consumers who appreciate premium ingredients and craftsmanship in their beer, the beer’s balance of malt sweetness and hop bitterness offers a satisfying drinking experience that stands out in Korea's competitive beer market.
Since its introduction, Max has become synonymous with quality and innovation in the domestic beer scene, reflecting Hite Jinro Corporation's commitment to producing high-caliber products, the brand has continued to grow in popularity, not only in South Korea but also in various international markets, further strengthening Hite Jinro’s reputation as a leader in the global alcoholic beverage industry.
Hite - Max - 하이트 맥스 - Logotype design renewal for Max All Malt Beer
