Kings Ginger beer is the non-alcoholic alternative to Dragon Fiery Ginger. The identity was crafted as an extension of the Dragon Brewing Company's family of brands.
Stylistic cues and iconography link to the original Dragon Fiery Ginger brand, but the viking concept, bold colours and graphics with an emphasis on 0% alcohol create a unique new product.
The viking narrative is carried through to the "AXE SUGAR" campaign that promotes the product's low sugar content. This was introduced on the neck label to firmly establish the low sugar brand association at the launch.
