HiteJinro Revamps 'Terra' Package Design... "Emphasizing Simple and Clear Design"
Limited Release of Terra Hidden Lucky Label Products to Celebrate Renewal
HiteJinro announced on the 12th that it will revamp the package design of its “Clean Lager - Terra.” Terra, which has surpassed cumulative sales of 4.1 billion bottles since its launch, recently renewed the design of all its bottles, cans, and PET products to reflect current trends.
This renewal is characterized by a simpler and clearer design that significantly increases attention. The shield-shaped label, triangular symbol, and logo font, which are Terra’s identity, have been expressed more simply to capture consumers’ attention.
The new design expands the label area by 10% compared to the previous one and applies the logo in an optimal ratio. The size of Terra’s iconic triangle has been increased, and the top is opened to enhance a sense of openness. Additionally, a dark green color has been applied to simultaneously convey cool freshness and luxury, maximizing the logo’s visibility.
To commemorate the package design renewal, HiteJinro will operate a limited edition Terra Hidden Lucky Label. Inspired by Easter eggs that hide messages in movies, games, and products, this event was prepared. Drawing from one of Terra’s differentiators, “100% Australian malt,” the kangaroo, an animal representing Australia and symbolizing luck, wealth, and peace, has been hidden within the bottle beer label. Terra with the Hidden Lucky Label can be obtained with a 0.1% probability, adding new fun to drinking occasions.
The Terra Hidden Lucky Label can be found starting early October in 500ml bottle beer products sold at general restaurants, bars, and other entertainment channels, and will be operated in a limited quantity of 10,000 bottles.
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Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, “We undertook the package renewal reflecting the latest trends to offer consumers a new ‘Terra essence’ and planned the Terra Hidden Lucky Label event to commemorate this. We will continue trendy and differentiated marketing activities at consumer touchpoints as Korea’s leading beer.”
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