Heineken USA engaged us for the re design of the Amstel Light brand, a beer with a 150-year heritage. Despite their long trajectory, Amstel needed proprietary package design and branding that captured the “The Spirit of Amsterdam” across a wide range of products and branded materials.

The Spirit of Amsterdam campaign emphasized the city life and essence of Amstel. New labeling, bold packaging, merchandising, and branding collateral all stressed the distinguished attributes of Amstel that continue to be a force in the U.S. premium light beer segment today!