With a presence in 180 markets, Amstel’s brand essence was being devalued by substantial clutter. Amstel needed a brand identity that empowered local markets to deliver local design execution, whilst ensuring the brand remained instantly recognisable.
The Tension
The existing identity was too restrictive for local needs and, as they sought new expressions for the brand, more inconsistencies arose. There was a need to reclaim Amstel's iconicity and reinvigorate stories from its rich history.