Project Description

Fat Rooster Brewing Co. Ltd is a local craft brewery that hatched as a result of the craft beer revolution sweeping Hong Kong. Owned by EHG’s Managing Director + business partner it has two headliners, Fat Rooster IPA & Fat Rooster Brown Ale.

Directing EHG’s graphic design team, referencing it’s city’s location, identity, and culture, I created its Fat Rooster’s brand language and name to make a splash in the saturated world of craft beer. For its logo, we created an illustrated character – a direct reference to the Chinese zodiac- while incorporating elements of HKSAR’s flag complemented with a custom-made English and Chinese typeface.

Its hand-drawn ‘Fat Rooster’ typeface, the strong use of colours and its slogan ‘Wake Up to Hong Kong-brewed Craft Beer create a visual impact that showcases the brand’s experimental and creative spirit. With most cultures embracing the rooster as a sign of illumination and embodying characteristics - such as trailblazing, honest, diverse, creative, courageous and strong – Fat Rooster Brewing Co. was born.

RESPONSIBILITIES

Brand Identity

Brand Management

Website Development

Sponsorship

Budgeting

Marketing & Public Relations

Art Direction

Product Development

Sponsorship