Efes Brewery Wùkōng Jū Beer
The King of Asian Beer
WùKōng Jū from the Efes Brewery is a new entry on the Kazakhstan beer market, a market in slight decline except for Asian beers. Efes asked us to create the brand strategy, identity, naming and positioning for a light Asian rice beer with a wide appeal.
After in-depth study and testing of Chinese, Japanese, Korean and Indian lifestyles and myths, one legend in particular stood out. The selected design direction is based on the fascinating story of one of the most enduring Chinese literary characters: The Monkey King. We adapted this legend as the creative platform for a new product with a strong cultural appeal and an impactful design.
brand strategy, brand narrative, brand identity, new product development, packaging system
The brand proposition focuses on the Monkey King’s powerful spirit, which encourages you to believe in yourself and face the world with strength and confidence, just like a legendary Chinese hero.
The monkey’s face is stylised like a mask to portray a determined character with an unapologetic gaze. Charismatic and defiant, the Monkey King embodies both the positive and negative aspects of human nature.
The design’s colour palette is based on traditional Chinese colours – red, green and gold – symbolising luck, prosperity, and happiness, while a swirling pattern of intersecting circles adds an authentic touch.
Courage and rebellion are core values of the brand and will feature in numerous brand activations and events as the new product rolls out across Kazakhstan.
