Dragon Fiery Ginger was successfully launched as South Africa's first alcoholic ginger beer. After the rapid growth of the craft beer and beverage market the shelf impact of the labels had to be reconsidered.
In order to recapture the market, clear labels were replaced with solid colours and neck labels were introduced for maximum visibility.
Retaining the authentic brand graphics and typography was essential, however the word "Fiery" was removed from the name to further increase brand recall through simplicity. The range was relaunched as Dragon Ginger, Double Dragon and Dragon Light.
