Background: Boxing Cat is the first local craft beer brand in China. It is hoping to use a trendy language to communicate their mascot, a bring a consistent design system across its product range.

Design: we created a consistent Comic style brand world, to bring out the adventurous attitude of the brand, we rebuilt the mascot louie the cat as a unconventional superhero, redesigned the packaging design system based on the boxing language, making each of them a canvas for louie to take adventure in, and designed the key visual a further touch point to bring the story of louie to live.