Concept for the redesign of a brand character and label for a low-alcohol beverage

Chinazas is a low-alcohol beverage. Light, playful and even daring, it is designed for those who simply want to enjoy the moment. Chinazas is not about status, but about mood: summer, friends, spontaneous meetings and light-hearted fun.

Along with the drink’s update came its new hero, Chi Rex. A cheerful, slightly cheeky and completely informal dinosaur who lives to the rhythm of parties. He has no pretentiousness, but plenty of freedom, energy and self-irony.

Why Chi Rex? Because…

he new label design embodies the brand’s spirit — boldness and confidence. The name «Chinazes» is written in large, rhythmic letters, with a slight sense of movement. On the label is Chi Rex: relaxed and content with life. His smile and gait set the right vibe, and the shape of the label itself resembles a dinosaur egg — a metaphor for the renewal of the Chinazes brand.

Each Chinazes flavour has its own character and mood. The colour palette of the labels emphasises the individuality of the flavours. The bright shades not only visually distinguish the products, but also set the emotional rhythm of the entire line — juicy, cheerful, summery.

Chi Rex changes colour along with the flavour, as if trying on the mood of each drink. This dynamic makes the line lively and easily recognisable.

Oh! Chinazes… Over here!

Before / After