Amstel: Amstel Branding by Elmwood London

Elmwood London has crafted the new brand identity for Amstel. The design builds on Amstel’s position as the world’s local beer and strikes the balance of clarifying the brand’s iconic global assets while allowing flexibility to fit the needs of its 115 local markets.

The consultancy worked with the Amstel team to create the 'I am Iconic' platform: a global strategic framework with multiple iconic assets available for local markets to choose from in creating their own expressions of the Amstel identity.

Elmwood London started by diving into Amstel’s story-rich archives to get to the heart of what had historically made the brand distinct. The consultancy focused on Amstel’s iconic logo that features a circle with a red-and-white split and dialed up the shape and color iconicity both on and off pack. Elmwood London then created two master logo options for markets to choose from and use across their local communications.