Along with bringing back their famed "Dam Good Bier" advertising campaign, beer brand Amstel Light is launching redesigned packaging. The new design, by Ceradini Brand Design isn’t an earth-shakingly radical revamp — just clean, appropriate and contemporary. Very nice work.
Here’s what Ceradini says about it:
Ceradini Brand Design knows Amstel Light is ‘One Dam Good Bier!’
Ceradini Brand Design, the boutique branding and design firm, announces their new package design system for Amstel Light will be on shelf this summer. Supporting the successful One Dam Good Bier! campaign, Ceradini’s new package design transports adult consumers to Amsterdam giving them a taste of its unique heritage.
Heineken USA selected Ceradini as they needed strategic creative thinking to visually capture the spirit of Amsterdam. That spirit encompasses the city’s ambiance, culture, architecture, nightlife, art, the Amstel river, and canals. Working closely with Amstel’s marketing and design teams here in the US, as well as their global design and production teams, enabled Ceradini Brand Design to have a full understanding of the current state of the brand and the marketing mix.
Qualitative research assisted in determining the appropriate design direction. The design was implemented across all packaging including bottles, cans, and secondary packaging (fridge pack, suitcase, etc.).