The Tension
As the number one beer consumer in South East Asia, Vietnam’s beer category is thriving and incredibly competitive. In just three years, Heineken’s Bia Việt had already emerged as a formidable contender for the title of the National Beer of Vietnam.
When Heineken Vietnam approached us, they wanted to modernise, premiumise, and build more relevance through their brand identity and packaging design. They wanted something proudly Vietnamese — one that would that would resonate deeply with the modern consumer and embody the progressiveness of Vietnam. Their goal was to evolve the brand into a modern cultural icon while staying true to the spirit of the nation.
The Power
We saw this as an opportunity to create something that transcended the typical category conventions, embracing a culture-first approach that delved into the heart of what defines the Vietnamese beer drinker.
Central to our design was the Lac bird, a powerful symbol of Vietnamese pride and progress, which we elevated to embody a more dynamic and modern expression of the nation's heritage and aspirations. We further enriched the design by incorporating elements from the Đông Sơn drum, an ancient icon adorned with intricate depictions of daily life from the 7th century B.C. These cultural symbols were seamlessly integrated with the striking star of the Vietnam flag, fostering a sense of national unity across both the North and South. The result is a bold new look that celebrates tradition and modernity, uniting beer lovers across the nation and embodying the spirit of contemporary Vietnam.
With the new brand refresh, Bia Việt has experienced a 27% growth in volume sales, 17% rise in brand power, increased market share and a major positive shift in consumer perception. The brand has also garnered significant recognition, winning Silver at the World Brand Design Society Awards, Bronze at Transform Asia Awards, and both Bronze and People's Choice at CreativePool Awards.