CASE STUDY

Brand Refresh Testing for Leo Beer

Leo Beer partnered with Standard Insights to test new packaging designs, using real consumer feedback to guide their brand refresh strategy and ensure continued market success.

CHALLENGE

SOLUTION

RESULTS

Use Case

Design testing for a brand refresh.

Industry

Food and Beverage

Region

Thailand

Solution

Concept Testing

The Challenge

Refreshing a Classic: Leo Beer’s Packaging Challenge

Leo Beer is one of Thailand’s most recognized beer brands, known for its bold flavor and loyal following. As consumer tastes and expectations evolved, Leo Beer saw an opportunity to refresh its packaging to appeal to a new generation of drinkers—while retaining the trust and recognition of its existing customers.

Modernizing such an iconic brand’s packaging posed a unique challenge: How do you attract new customers without alienating the loyal base that built your brand? Working with a design agency, Leo Beer developed several new packaging concepts, but needed clear, data-driven insights to identify which design would resonate best with their target audience.

Given the risks of introducing new packaging—potential loss of brand recognition, confusion among consumers, or even a dip in sales—Leo Beer turned to Standard Insights to help guide this critical decision with robust consumer feedback and actionable recommendations.

The Solution

Understanding Consumer Preferences

To guide Leo Beer’s packaging refresh, Standard Insights conducted a comprehensive concept testing study. We designed and administered a survey—delivered in the local language—to hundreds of qualified category buyers, including both loyal Leo Beer drinkers and consumers of rival brands.

The survey explored:

Brand awareness
Purchasing habits
Brand perception
Reactions to the proposed new packaging

Participants shared both quantitative ratings and qualitative feedback, offering detailed opinions on the product, the brand, and the new packaging concepts. This approach uncovered not just what consumers thought, but why—revealing their attitudes, associations, and emotional responses.

By combining these insights, Leo Beer gained a clear, data-driven understanding of how their target audience would respond to each packaging option.

The Results

An Iconic Logo Here to Stay

With the data gathered, Leo Beer decided not to proceed with the new packaging designs. While some new concepts were visually appealing, they didn’t deliver the desired shift in brand positioning—and risked weakening key brand attributes valued by loyal customers. Choosing to retain the traditional packaging minimized risk to both brand equity and sales, resulting in substantial cost savings.

Beyond guiding this key decision, the research also provided Leo Beer with fresh insights into their market positioning, consumer perceptions, and competitive landscape. Deliverables included a detailed digital report with actionable recommendations, as well as access to the raw data for further analysis.

By partnering with Standard Insights, Leo Beer gained clarity on what really matters to their audience. The research empowered Leo Beer to protect their iconic identity, enhance brand strategy, and move forward with confidence.