CASE STUDY: fontale
branding
packaging
Beyond the Can: Turning Beer into an Interactive Experience.
As a newcomer to the Bangkok craft beer market, Fontale want to launch in a way that proves they are “more than just another indie beer label on the shelf”. With the already crowded craft beer market projected to double over the next eight years. Differentiation requires a new way of experiencing beer.
“There are over 180 active craft beer brands in Bangkok convenience stores at any given time.”
CraftData SEA 2024
"94% of young adults in Thailand are active, daily social media users."
yougov
digital participation
People in modern Bangkok are highly digital and look to share their real-world experiences online. So, beyond serving as a prop for a TikTok clip, product advantage can be found in actively encouraging digital participation to create a memorable experience. Enter Fontale, the beer that tells your fortune... in its own way.
more than a drink
Each can has a QR linked to its avatar. A scan opens a lightweight mobile page, revealing a short, avatar-themed fortune and a one-tap share card. The mechanic turns packaging into a micro-experience for Fontale customers.
playful portents
Fontale’s fortunes are inspired by tarot cards, astrology and mysticism, and are written as lighthearted, lyrical nudges. Charming, harmless and playful, they aim to spark a laugh, prompt a conversation and be shared online for the internet to decipher.
variation on rails
Both the avatars and the can label are structured to allow each design to express unique personalities while staying consistent as a family. Ultimately, this framework means Fontale can introduce new ranges, seasonal drops or limited editions, quickly and confidently.
the outcome
Fontale’s launch shifts the conversation from "nice label" to memorable moment. The avatar system and QR-led fortunes turn shelf attention into a small, repeatable experience that people can scan, save, and share.
For Fontale this means customer conversations at the table and organic brand visibility online. Their business gets a measurable loop of scans, shares, and likes that the beer alone can’t deliver.
For Fontale this means customer conversations at the table and organic brand visibility online. Their business gets a measurable loop of scans, shares, and likes that the beer alone can’t deliver.
