Bia Viet

Intent

As the no.1 beer market in South East Asia, Heineken Vietnam already champions the premium segment. However, with 70% of the category attributed to mainstream beer, Heineken needed a mainstream brand to extend their reach nationwide.

The challenge

Heineken Vietnam came to us to create a relevant and premiumised Vietnamese pack design for Bia Việt. One to help the brand win over Saigon Lager, the leading market player and gain penetration with lager drinkers across the nation.

The idea

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 impact

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 Gold at the prestigious Pentawards, Silver at the World Brand Design Society Awards, Bronze at Transform Asia Awards, and both Bronze and People’s Choice at CreativePool Awards.