This content was originally published by The Hop Review, a digital magazine that joined the Hop Culture family in March 2020.
This piece was written by Jack Muldowney.
Shenzhen, China
We’ve featured a couple projects from Austin, Texas design firm Helms Workshop on The Hop Review in the past (for Rhinegeist Brewery, here, & Boulevard Brewing, here). But this time, the creative minds behind these impressive beer brands bring us a new project–out of Shenzhen, China, one of the world’s most massive urban enclaves.
Pairing Chinese folklore symbols, with a striking modern color palette, Helms was able to create an ‘arresting’ packaging system that works for both the Chinese and English audiences.
Says Helms, “Revolutionary in nature and rebellious in spirit, Bionic Brew hit the ground running as the first craft brewery in one of the largest urban villages–Shenzhen, China. Fighting obstacles along the way, the tenacious band of brewers grew from gypsy brewing and pop-up bars to a proper brew house and taprooms. Now regarded as pioneers in a growing market, the brewery tasked us with distilling their renegade spirit into a strong brand identity.”
Now the fastest growing craft brewery in the region, Bionic Brew is set to supercharge the beer market, while showcasing a visual identity that’s fit to impress.
“In Chinese folklore, ancient poets tell a story of The Gold Rabbit. Tethered to the moon, the mythical figure spends its days brewing the elixir of life. That care in craft, electrified by the spirit of the Bionic Brew team sparked a powerful symbol for the brand. Flanking plum blossoms nod toward endurance through hardship.”
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Images from Austin, Texas design firm Helms Workshop.
Be sure to check out our previous “Beer & Branding” features of Helms Workshop, for Rhinegeist Brewery, here, & Boulevard Brewing, here. Also, for a peek at design from other fellow Chinese brewers, be sure to view our feature of Hong Kong Beer Co., here.
