Beverage Packaging

Beck’s Ice | Breaking the Rules

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With the rebranding for the Vietnamese market, the Beck’s Ice brand is targeting young people in particular. To do this, the design breaks with the conventional appearance of a beer steeped in tradition. It takes the original logo, a key in a coat of arms, and uses just the key in a much larger size and bright red colour. It cuts through the brand name, denoting a passion for breaking with convention and opening up new possibilities. Instead of silver as a symbol of freshness, the colour black is used to give the brand a distinctive and progressive personality.

Red Dot

Credits
  • Client:
    Anheuser-Busch InBev Vietnam Brewery Company Limited, Ho Chi Minh City, Vietnam
  • Design:
    Jones Knowles Ritchie, Shanghai, China
  • Project Team:
    René Chen (Managing Director Creation) Yolanda Tang (Managing Director Creation) Woei Yang Fang (Creative Direction) Sky Chen (Graphic Design) Theresa Wu (Account Management) Hermia Fung (Account Management) Connie Chen (Account Management)

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