Beck's Ice
Overview
From the latest GenZ movement and behavior, AB Inbev Vietnam wants Beck's Ice to gather their expression through the rebranding with with authenticity, disruption and confidence. By unlocking new elements and breaking the previous appearance, Beck's Ice becomes more relevant and true to its bold attitude ready for the new booming digital mediums, their Beck'Stage platform for underground culture and younger generations.
Visual Identity
Brand Development
Packaging
Digital Imaging
Logo
Aiming for better presentation on shelves and various types of usages on print and digital mediums, the new logo unlocks new possibilities for deconstructing multiple elements into new formats of logos such as the new Beckey as a supergraphic icon and many new forms of logotypes.
Color
Inspired from the 100% malt German beer formula, the new color palette is called "German Palette" with standing out YellowZ as the new main brand color and black, red and white as supportive colors.
Typeface
Through its Beck'Stage festival, the brand focuses deeply to verbal communication such as rap, musical lyric and trending verbal sayings. Therefore, typography naturally becomes brand key elements to visualize and design their messages. Together with Blaze Type & Colophon Foundry, our Type Associates developed a breakthrough Vietnamese version of Arges Black and Apercu, called Chillz Family for Beck's Ice. The new branded font family has Chillz Display with "cheering diacritics" inspired from pouring and clinking moment when drinking and a new Beckslant (backslant) style supports the typographical expression and also, Chillz Apercu with multiple weights and styles as supportive 'hypebeast' body fonts.
Initial Marks
To expand the new Beck's Ice culture, a series of "initial marks" was created with meaningful typography, driving the brand forward about the content and how the content displayed.
Packaging
We recreated the packaging layout again by opening a complete new side called "Beck'Side" for playful typography design and special collaboration. The design gives brand and marketers a new chance to express messages and campaigns on this canvas.
Adaptation
Following "staying close to your crew", the new merchandise system will stay close to streetwear culture with tag accessories for sneakers, streetwear clothings and hypebeast toys.
