Working with artist Camille Walala, Epoch put a twist on Asian festive traditions

PROBLEM

After eight years in Asian markets 1664 was present but not yet prominent. With brand awareness still sitting below 30%, it was time that changed. Epoch had to build a bolder and broader cultural relevance for the brand across the region. And they did it by partnering with a carefully considered artist during Asia’s celebratory season. 

CONSUMER TRUTH

During moments of celebration, people want more than a drink – they want a symbol of good taste that feels special, social and slightly unexpected. Familiar rituals matter, but it’s the thoughtful twist that makes an occasion feel elevated and worth sharing.

BRAND TRUTH

The French live by the belief that the simplest things in life are often the most elegant. Evenings full of lightness and laughter, delicious food and drink and the people who matter to you most. But refinement should never be predictable. Which is why 1664 Blanc adds a delightful citrus twist to its smooth and elegant wheat beer. The brand stands for quality done with confidence, further elevated with a splash of sophistication and surprise. It’s this playful platform that allows 1664 to move fluidly between beer, fashion and art. And to show up not just as a drink, but as a distinctive point of view.

STRATEGY

Epoch filtered over thirty potential partners, shortlisted a final four and tested their relevancy with 2,800 consumers, on seven metrics across five Asian markets. Camille Walala was the clear winner, and they soon struck up a playfully Parisian partnership. The brand and the artist both share a French heritage, a curiosity for creativity, craft and colour, a love of stylish simplicity and a passion for taking joy seriously. 

CONCEPT 

Fireworks explode across the night sky. Lanterns glow and the scent of festive food fills the air. It’s the season of celebration. A time for togetherness. A time for communities, friends and families to unite across Asia. And a time to reimagine these festive traditions with a playfully elegant and globally relevant twist.

CRAFT

Working with artist Camille Walala Epoch put a twist on Asian festive traditions, pairing contemporary and abstract symbols with joyful, geometric patterns. Walala took inspiration from her French roots and deep love of Paris, from memories of festive family gatherings and from the seasonal son et lumière shows of her youth.

RESULTS

1664’s limited edition packs, in collaboration with Camille Walala, surpassed the brand’s Q4 trial and sales targets in Vietnam with customers tripling their orders. Furthermore the project garnered 350 pieces of press coverage across Hong Kong, Malaysia, Singapore, Vietnam and China amounting to around £3m in earned PR value.

For more information on the design, visit Epoch's website .

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