raam.works - LINE FRIENDS Brewery, Shenzen

LINE FRIENDS Brewery, Shenzen

As LINE FRIENDS expanded its F&B business from cafés into the brewery sector, this project focused on developing and establishing the spatial identity of a new brewery through the brand’s signature character IP. Inspired by the character Brown, whose warm tone harmonizes with the color of beer, the brewery was named “Brown Brewery.” A new logo, emblem, and a range of visual assets were created exclusively for this brand.

The space was designed to offer visitors a natural and immersive brand experience, taking into account their preferences and movement patterns. Various photo zones were installed throughout the space where guests can enjoy drinks while taking pictures with the characters. In addition to the brewery, the venue includes a café area for tea and a retail store where visitors can explore and purchase a wide selection of LINE FRIENDS character products, expanding the overall brand experience.