Born to become
a star
Heineken, Vietnam
The challenge
Vietnam is the number one consumer of beer in South East Asia, and with 70% of its beer category attributed tomainstream brands, the segment is incredibly competitive. Yet, within just three years, Heineken’s mainstream beer offering, Bia Việt, had already established itself as a challenger for the National Beer of Vietnam.
When Heineken Vietnam approached us, they wanted tomodernise, premiumise, and build more relevance through their brand and packaging design. They were looking for something that was proudly Vietnamese — one that would inspire and win over the hearts of competitors’ drinkers to enable Bia Việt to be the Pride of Vietnam.
The Opportunity
We started with a unique icon in Bia Việt’s legacy — theLac bird. This symbol of Vietnamese pride and progressencapsulates the essence of Vietnamese heritage as well asaspirations, and we elevated this in our new brand identitythrough a more progressive and dynamic expression.Next, we enhanced elements from the Đông Sơn drum, another icon in Vietnamese history which features intricate designs depicting daily life dating back to 7th century B.C.
We then married these two distinct symbols with the striking star of the Vietnam flag. This further reinforced brand authenticity and credibility, as well as celebrated traditions in a modern, forward-looking manner that represents Vietnam today.
