Amstel's new id is aimed toward beer drinkers world wide
The refreshed identity designed by Elmwood London picks up on the distinctive red and white round emblem of the warehouse brand and is said to be flexible enough to work in local markets on a global scale
With the rise of the craft beer brigade and a health-conscious public that reduces their alcohol consumption, the common warehouse brands have struggled to make their voices heard over the past decade.
In the case of Amstel, the Amsterdam-based brand has been one of the best-known names for beer in the world for almost 150 years, but from a branding perspective, it has suffered from many of the same problems as competitors like Carlsberg in recent years.
Since Amstel's 115 stores required different iterations of the brand to meet local requirements, this approach had resulted in a visual identity that was inconsistent and inconsistent.
The company commissioned Elmwood's London team to create a new global multi-asset brand framework so that local markets could decide how to create their own expressions of Amstel identity.
Elmwood began browsing the brand's archives, concentrating on the distinctive red and white split rondelle, and determining shape and color. The team then created two logo options that the markets can use for their local communication.
The consulting firm also created a series of images that focused on the brewing process, including the Amstel and the bridge, and the founders' signatures.
The new branding was launched worldwide in April. The idea was that local markets around the world could choose which assets and stories to celebrate in their own marketing.
Amstel's new identity may not be as impressive as the many creative craft beer brands we know today, but it is difficult to be flexible enough to work on supermarket shelves around the world.
elmwood.com