With a presence in 115 markets, Amstel’s brand essence was being devalued by substantial clutter and incoherence. The beer leader needed a brand identity that empowered local markets to deliver localized design execution whilst ensuring the brand remained instantly recognizable.
We identified the need to bring back more iconicity to Amstel’s fixed brand identity assets and reinvigorate the stories from its history. To create a brand that could be tailored to local markets, whilst still globally recognizable, we would need to amplify their key brand assets - namely the iconic circle and the red and white split. We re-crafted and elevated Amstel’s logo in the new identity, inspired by the rich history of the brand yet making it fit for a modern market. The newly refined Amstel typography was inspired by the best examples of the brand marque from over the years.
Building on Amstel’s position as the world’s local beer, we brought to life three credential stories: ‘Born from better beer’, ‘Born in Amsterdam’ and ‘Born from friendship’. These celebrated an ingredient, heritage and friendship story respectively, leading us to handcraft a series of illustrations on the packaging that championed the brewing process, the Amstel River with its iconic bridge, and the founders’ signatures.