Amstel is a company owned by Heineken with a long history linked to Amsterdam, but also known worldwide for its beer with more than 7 production sites in different countries. Heineken was faced with the challenge of creating an identity for a new, reduced calorie product line.


The agency had to develop a new positioning and identity for the brand. In addition, the agency's specialists booked a preliminary audit to find the right way forward.


To develop the new identity concept, the key components for the new positioning (Contemporary, Vibrant, Vitality) were defined and the special tool VITO-o- METRE was developed. It helped to develop the new style, form and emotional direction of the new product, which was translated into a unique brand package.

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