Sip by Step. A 350ml liquid archive of Hong Kong's 18 districts — from the neon of Mong Kok to the night air of Lan Kwai Fong, packed into a single can.
An 8-week final group project for PolyU MM4521. Five of us went from a market scan to a full pitch deck for a craft beer brand tourists would actually want to take home.
The question wasn't "does Hong Kong need another craft beer." It was — when 50 million tourists arrive in 2025, what do they want to take home?
Hong Kong tourism is shifting from shopping to cultural exploration. 67% of mainland Chinese outbound travelers are 25–40, and they prioritize authentic local experiences over malls — moments worth posting, not bags worth showing.
So we stopped trying to design "a good beer" and designed a liquid archive instead. One flavor per district, one can per stamp. HK$28 each. Collect 18 to unlock the Hidden Brew and a seat at Beer Night.
That single insight produced the whole system: Brand DNA, STP, 4P, a 12-month roadmap, an HK$2.64M budget, and a 5-stage consumer journey. I led the Promotion track with Alan Chen.
Bottling the soul of Hong Kong's 18 districts, one neighborhood at a time.
Encouraging consumers to discover the hidden gems of Hong Kong, one sip at a time.
Hong Kong is on track for ~50M visitors in 2025 — 25–40 is the dominant slice.
67% of mainland Chinese outbound travelers are exploration-driven 25–40 year-olds.
One flavor per district, geo-locked retail — Mong Kok's edition is only sold in Mong Kok.
Sits between local craft (HK$45) and imported lager (HK$15) — friendly entry, premium feel.
Two flagships out the gate — neon chaos for Mong Kok, bergamot elegance for Central. Same logo, opposite personalities.
Bold, chaotic, unforgettable. High-intensity tropical hops drop you straight under a neon sign at midnight.
Flavor Vibe: Intense Tropical Hops · Citrus · 5.5% VOL
One sip,
and you're right there —
under the neon, lost in the noise.
Where the skyscrapers meet history. An Amber Ale infused with Earl Grey, capturing Central's East-meets-West soul.
Flavor Vibe: Malty · Bergamot · Elegant · 5.0% VOL
Suit down. Drink it up.
From airport LED to 7-Eleven shelf, from SEM keywords to Beer Night — Alan and I wove the entire path into a single consumer journey.
The proudest part of this project wasn't a slogan — it was articulating "why someone buys the second can" through three behavioral mechanics that hold up under questioning.
From flavor R&D to grand launch, four phases of three months each. Total estimated budget: HK$2,640,000.
Branding isn't writing slogans — it's engineering the satisfaction of completion. The 18-stamp collection was just the surface. The real load-bearing structure underneath is behavioral economics.
The most important thing I learned from running a brand pitch deck end-to-end: every "creative" decision needs a user-behavior hypothesis + a data check sitting behind it. HK$2.64M isn't a number — it's a four-channel tradeoff. 18 MBTI labels aren't a gimmick — they're a mirror you hand the target audience.
Thanks to my 8-week teammates: Cancrie Wang, Aria Li, Ashley Chen, Alan Chen, and me (Daisy). Cheers. 🍺