Background:
Lehui International (Stock Market ticker symbol 603076) is the world's second-largest supplier of beer brewing equipment, providing a "full turnkey" services for the majority of beer companies worldwide for the past 30 years. In 2019, Lehui International identified crafting fresh beer as its secondary main business and established the "Fresh Beer 30 Kilometres" concept. They proposed the strategy of "one brewery in every city" with the goal of having a fresh beer brewery in every city.
"Fresh Beer 30 Kilometres" is Hua & Hua's case study of building a brand from scratch, starting from naming and establishing the brand from 0 to 1. It is also a representative case of Hua & Hua using creativity to solve business problems. After presenting the proposal, we managed to implement the entire creative plan at an exhibition in just 6 working days, making it the fastest project implementation in Hua & Hua's history.
Brand Proverbs (Picture 1):
All strategies are discourse strategies. Using language to create brand value, reduce communication costs, and establish consumers' purchase reasons. Based on the "Fresh Beer" strategy and the brand name "Fresh Beer 30 Kilometres," Hua & Hua creatively designed the brand proverbs "The closer the brewery, the fresher the beer. with the hard target of 30 kilometers," establishing a category barrier.
Brand Naming (Picture 2):
Brand naming is part of the company's marketing strategy. Hua & Hua renamed Lehui International's "Craft Beer Valley" to "Fresh Beer 30 Kilometres."
Super Sign (Picture 3):
Based on the "Fresh Beer" brand strategy, Hua & Hua designed the "Fresh Beer 30 Kilometres" Super Sign, utilizing the cultural elements and form of road signs in the design.
"Fresh Beer 30 Kilometres" Can Design with 8 Key Features (Picture 4)
Self-Media System: "Fresh Beer 30 Kilometres" Brewery Design (Picture 5)
Total Mediatisation: "Fresh Beer 30 Kilometres" Tasting Stations / "Fresh Beer 30 Kilometres" Pubs (Picture 6)
Total Mediatisation: "Fresh Beer 30 Kilometres" Vending Machines (Picture 7)
"Fresh Beer 30 Kilometres" Exhibition at Industry Trade Shows (Picture 8)
