Amstel Light

We were tapped by Heineken USA for the repositioning of Amstel Light, the beer drinkers’ light beer. Despite the brand’s long history, there was confusion over its origin story. A compelling visual narrative that captured the “The Spirit of Amsterdam” was needed to clear up the ambiguity. We amplified the brand's Dutch heritage by featuring an iconic canal scene and placing greater emphasis on “imported” cues to further leverage authenticity. These elements were employed across a wide range of branded materials.

Logo & Identity, Strategy, Packaging Design, Messaging, Collateral Materials, Photography, Illustration, Production, Brand Assets, Brand Identity Guidelines