Snow Beer is a top-ranking brewery brand in China and in the world. Developing rapidly, the client is now a focus of attention in Chinese alcohol market. Having a largest share, it seeks to extend its high-end market, for which the Black Lions are brought into its product family, supposedly to be sold nationwide. The targeted market of Black Lions are those night-clubs, bars and taverns, where people are more likely to consume high-end beers. However, in China, there is scarcely any beer brand from China sold in those places, mostly imported products from different countries. The budgets to produce the packages are pretty limited, in which 1 can is no more than 0.7 RMB and 1 bottle, 2 RMB. The objective of the project for the client is to change the game, to gain a significant market share of high-end beers in China.

Snow Beer brings in the Black Lions to its family to open up the high-end beers consuming market in China. Most of the beers are consumed in night-time, when young people are more likely to hang out and drink. Therefore, Black Lions target at the young generation aging from 18 to 35 who actually has a different but more up-to-date taste on things. They no longer look for cheaper prices but better quality or simply a nice looking. With a better make of the beer liquid, Black Lions is designed into one with the exquisite illustration of lions and women, incarnating people when they enter bars or clubs, they have different moods and aims. Wild or mild, they tend to be social and let loose. Basically, the new package portrays the dynamic atmosphere in those places, conveying a sense of better quality through the elegant painting printed on bottles.

It is widely believed that abbey beer tastes better but costs more as it is infrequent and precious compared with mass product. Black Lions, with an improved make, portrays those elements relating to abbey, inclined to connects the product to the abbey beer as it deserves more public attention with the good quality. The lions and the beauties on both sides are not absolute symmetry, which were illustrated by two artists from different countries.The layout of colors was designed specially to balance eye pressure but remain attractive. The design was intended to blend in different personalities and moods, somehow showcasing the complicated atmosphere in the targeted market. People go to bars to be social or simply drink to refresh dull daily life. With an aim to change their emotions, either from sadness to cheerfulness, or from loneliness to sociability, drinkers need a beer that tells their story for them.

The execution of the product was smooth as the team focused on the printing technique, based on which, the team revised the illustration. The can was made of iron and the bottle, glass, and with a mass production, the cost of the packages was lowered down to reasonable ones. While most of the beers in night-time consuming places are from abroad, the successful launch of Black Lions means significantly to the Chinese brewers, taking part in the market of nightclubs and bars. The appearance of Black Lions on the Chinese Market aroused large scale of awareness, people wondering how to make it even better. There is a long way to go to be a mature brand, but with the modern design and the ever developing techniques on the make of the beer body, plus appropriate marketing skills, the goal should be accessible.