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Building a Brand that Speaks to ‘U’

Breaking new ground to engage with
a new generation

Having been static for a number of years, the Thai beer category was ready for change. Challenging the status quo, Cowan created a unique brand footprint to connect directly with the youth of Thailand, which didn’t look or sound like any other beer in the category.

The Thai beer category had been consistent for many years, dominated by local heroes: Singha, Leo and Chang.

The brief was to create a new beer brand, which spoke directly to the youth of Thailand. A brand that would disrupt the category and bring a new point of view.

The potential of the project was limitless. The emerging youth of Thailand have developed a new attitude towards brands. With the highest number of social media users in Asia, they have immediate access to products and information. They are empowered to showcase their creativity and have the freedom to express themselves.

The name ‘U’ was the catalyst for the positioning and brand design. A commitment to remain authentic and empower consumers to be themselves. A series of workshops and interactive working sessions shaped and formed the brands visual identity – striking and minimalist, paired with a bold graphic style.

The result was self-evident among the 13 million Facebook members, with a 3% market share in four months, and more than one million cans sold in 7-Eleven stores during the first month across Thailand.

U Beer is liberating, it is expressive and real… Just like U.