TAKING A GLOBAL BEER BACK TO ITS ROOTS
Amstel is the beer built on bonding. First brewed by two friends in 1870, today it stands as one of the world’s best-loved beers, with a presence in 100+ markets worldwide. But success creates challenges, and Amstel’s identity had become fragmented, diluting distinctiveness with inconsistent storytelling. We recentred the brand on its Amsterdam roots and founding belief: that beer, like friendship, is best enjoyed together.
project
Amstel Global Identity Redesign
client
Heineken
Services
Brand Strategy
Brand Identity System
Packaging Design
Motion Design
Brand World
Brand Film & Photography
Amstel is the beer built on bonding
To go forward, we went back to where it all began: Amsterdam. A city shaped by canals and cafés, that moves to the ‘gezellig’ rhythm of easy socialising. Here we found a simple truth: that Amsterdam, like Amstel, has always been about bringing people together. This became the central idea behind our brand platform: ‘Born From Friendship’.
Crafted by
the city
With the city as our inspiration, we began by crafting a new wordmark, drawn from the bridges and buildings of the Amstel river. It’s paired with a Kruletter logo, inspired by the calligraphic craft seen on the windows of the city’s bruin cafés, and a custom typography that nods to Amsterdam’s industrial past. Together, they form the basis of a brand world that feels timeless, yet alive.
From Amsterdam
to anywhere
Localisation had fuelled Amstel’s success. But over time, it began to pull the brand in different directions. A clear framework of fixed and flexible elements — giving markets the tools to show up in ways that feel relevant, yet always unmistakably Amstel. Making localisation a strength, not a compromise.
Brewed
for success
Today, Amstel shows up as one unified brand: consistent, confident and always culturally relevant. The new identity is driving faster activation across markets, strengthening premium perceptions, and reconnecting the brand to its emotional core.
VISUAL IDENTIY
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