When ABC Beer prepared to launch its first draught column in Cambodia, it turned to REGGS to bring its ambition to life. The challenge was clear: create a draught column that not only commands attention but also captures the spirit of the brand and the vibrancy of the local bar scene.

Our team explored multiple creative directions before shaping a bold, sculptural design that stands out from every angle. At its crown, the iconic ABC lion emerges in illuminated three-dimensional form, a statement of confidence and craftsmanship that turns every pour into a moment of pride.