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Imagine popping open a cold green bottle, clinking glasses with friends, and taking the first sip of crisp golden liquid, laughing the night away. Ahh… It’s a familiar experience and one that builds friendships, epic nights and great memories. But how do you capture that feeling in a bottle? Or in a brand?
Well, for Chang it started with a unique collaboration between the iconic Thai brand and one of the most creative graphic artists around.
Chang recognized the need to adapt and keep pace with the changing needs of customers; customers who want more out of their beer than just taste; they want the moments, the experience and the memories. So, in a move that’s setting new creative standards for the Thai beverage industry, Thailand’s iconic brand Chang Beer has partnered with world-class artist Alex Trochut to design Chang Limited Edition.
Alex Trochut is an artist and graphic designer from Spain who now resides and works in Brooklyn, New York. He’s known for mixing different styles and genres into his art. He often draws inspiration from pop culture, street culture, fashion and music. He has created design, illustration and typography for some of the world’s top brands including The Rolling Stones, M.A.C. cosmetics, BBC and Katy Perry. Yes, even Katy Perry is a brand, and the cover Alex designed for her single “Roar” was nominated for a Best Recording Packaging Grammy.
This was Alex’s first collaboration with a Thai brand. When asked what he thought about the Chang logo when he saw it for the first time, he says that he recognized the Thai cultural attributes. “I think the lettering of the logo looks distinctly Asian. The shape and the style of the font instantly reminds me of Southeast Asia.”
The new design goes beyond the taste and flavor of the beer to focus on the mood and energy of the brand, elements that all beer drinkers (and even non-drinkers) can appreciate.
The horizontal and vertical lines represent the seamless, modern lifestyle of Chang drinkers. The pattern also embodies the personality of the Chang drinker, modern and sophisticated. They love the atmosphere of music festivals and kicking it with friends any day of the week. Their life follows an exciting and unpredictable pattern – just like the new bottle design.
How does Alex expect people will react to the new packaging? “I think each person will respond differently. It’s a design that people can keep looking at again and again, and each time they will see something different.”
Watch the full interview with Alex Trochut here.
Want to take one of Chang Limited Edition’s striking 1.5-liter champagne-style bottles home for yourself? You’ll find the new design at leading stores from the end of Feb. until Apr. 2017. Brace yourselves, a new era has arrived.
