Amstel Design & Branding AMSTEL - ONS BIER by Vbat

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Industry Beers and Ciders
Media Design & Branding
Market Netherlands
Agency Vbat
Executive Creative Director John Comitis
Designer Giacomo Marseglia
Released January 2010

Credits & Description

Category: Posters
Product/Service: BEER
Agency: VBAT
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: VBAT, Amsterdam, THE NETHERLANDS
Chief Creative Officer / Brand Director: Eugene Bay (VBAT)
Executive Creative Director: John Comitis (VBAT)
Senior Designer: Graham Sturt (VBAT)
Senior Designer: Jim Taylor (VBAT)
Designer: Giacomo Marseglia (VBAT)
Account Manager: Koen Koster (VBAT)
Media placement: Posters - The Netherlands - 01.02.2010

Describe the challenges and key objectives
Amstel has always been the ‘beer of the people’. ‘ONS BIER’ (Our Beer) brings this ambition to life. The VAAS (classic café glass) has been re-introduced as the core icon of the brand, to reinforce its status as the county’s default choice.

Describe the brief from the client
Create a durable series of iconic visuals that bring to life the core expression of the Amstel Beer brand in the Netherlands. These will be used internally and externally, to remind people of Amstel’s wealth of brewing knowledge and rich history in communications.

Describe how you arrived at the final design
The red and white background has been part of the brand since the mid 30’s. Looking through the golden product in the glass, with the lettering refracted makes the overall impression dynamic, fresh and striking. Other images in the series use ‘ONS BIER’ as a binding brand element to showcase ‘moments of enjoyment with friends’.

Give some indication of how successful the outcome was in the market
The ONS BIER visuals are situated in a place of prominence at the Amstel offices throughout the Netherlands. These posters have received an excellent response, awakening the feelings of pride and ambition that have always been an integral part of the Amstel brand.