AMSTEL: AMSTEL PREMIUM QUALITY LAGER

Name	Position	Company
Eugene Bay	Brand Director	VBAT
John Comitis	Design Director	VBAT
Elke Kunneman	Designer	VBAT
Wouter Van Deursel	Account	VBAT
Richard Grossmann	Client	Heineken

Amstel is a respected lager brand globally. This new iconic Premium Quality Lager taps into two major consumer trends. One: the increasing desire for more accessible beer tastes and two: growing health awareness. The desire was to create a pack that felt different to standard beers; something contemporary, something new, nothing less than an icon. The developed bottle profile is elegant, tall and transparent. Slim and spear-shaped, it thrusts upwards. 'In hand' the bottle is easy and lightweight. There's little graphic clutter on the bottle. The Amstel brand is simplified to its original circular device. A subtle 3D button effect modernises this iconic Amstel logo. Relatively small in size, the new logo makes the new bottle feel special. A ripple device, representing the brand character, surrounds the logo. Not composed of standard and traditional beer codes, it's outgoing, self-assured and magnetic. The addition of the embossed, bold AMSTEL name is almost architectural and contrasts the refined logo. The neck label is kept relatively clean. A silver background together with red, project a fresh and modern character. Not baroque in design, just simple and balanced. Differentiating from standard 'crown' tops of competitors, the 'pull' top is active and accessible.