Purple Crafts Unique 'Seek, Find & Win' Packaging for Asahi Super Dry

​Purple Creative has created a series of striking limited-edition packaging for Asahi Super Dry’s new ‘Seek, Find & Win’ campaign.

The multi-million-pound activation across off- and on-trade asks beer lovers to find a unique can or bottle in their pack for the chance to win a once-in-a-lifetime trip to Tokyo, Japan, plus 1000s of other prizes. Aimed at driving footfall to pubs, bars and retailers across the UK, the signature packaging brings the brand’s new ‘Seek What Is Unique’ platform dynamically and energetically to life.

For the graphic canvas, Purple collaborated with renowned multimedia artist Hisham Akira Bharoocha, who was inspired by the idea of discovery, culture and creativity.

“I wanted to explore Asahi Super Dry’s signature silver as more than just a colour, but as a surface with depth, movement and texture. I was inspired by the visual traditions in Japan, particularly patterns found in woven kimono textiles and classical Daimyoera painting, where chequered grids, stripes, and layered motifs create a sense of rhythm and spatial depth. I’ve tried to bring this to life in a contemporary way, allowing the silver to feel more alive while still respecting the brand’s heritage,” said Hisham Akira Bharoocha, artist.

The designs were used across limited 'winning' primary packs and all secondary packaging. The pack designs and Hisham's unique aesthetic were then celebrated across retail point of sale, immersive activations, innovative digital engagements and a bold Piccadilly Lights 3D billboard takeover, created by Havas London, featuring hundreds of unique creative executions.

“This project had so many layers, driven by a UK team with real ambition to do something bold and disruptive. We loved helping define how Asahi Super Dry’s Japanese provenance could come to life on pack in a way that felt fresh and true to the brand. It was a real privilege working with Hisham and bringing his artwork into our iconic silver world – creating packs that feel like pieces of art in their own right. We can’t wait for someone to find one. Happy seeking!” Said Erin Fiore, group design director, Purple Creative.

Launched early summer, the Asahi Super Dry ‘Seek, Find & Win’ packaging can be found in all major retailers.