Kronenbourg 1664 releases limited-edition packs to Asian markets

Coinciding with this month’s Lunar New Year celebrations, the French beer brand has released its ‘Good Taste with a Twist’ packs in collaboration with French designer Camille Walala. 1664 partnered with global brand agency Epoch for this project to increase its presence in Asian markets.

Kronenbourg 1664 has been in the Asian market for over eight years, but suffered from low awareness. Needing to find its place in the culture, 1664 released this limited-edition pack that blends its distinct identity with the festive nature of Lunar New Year celebrations.

At its core, the design keeps 1664’s iconic red X with a white and blue background. To emulate the festivities of the Lunar New Year, abstract illustrations of traditional celebration iconography were sprinkled throughout the product packaging. 1664 wanted the release to feel like an experience for consumers that feels social and slightly unexpected.

To bring the fun and festive feeling of the design to life, 1664 partnered with French designer Camille Walala, whose art style emphasises colour and geometric patterns. Blue and white stripes replace the normal solid white background of 1664 products. Yellow curly lines and thick red wavy lines bring in staple Lunar New Year colours with a playful feeling, reminiscent of confetti. The design was inspired not only by traditional symbols of Lunar New Year, but also by Walala’s experiences with celebrations in Paris, like the son et lumière shows.