Intent
As the world’s number one cider brand, HEINEKEN’S Strongbow had carved out early success in Vietnam by offering a dynamic, beer-alternative beverage. But as post-COVID shifts in lifestyle and drinking habits took hold, especially among younger, urban consumers, the brand found itself increasingly out of step. Drinkers—particularly discerning women—were seeking for lighter, lower-ABV options are refreshing and suitable for extended social occasions. Strongbow needed to chart a new path forward—one that embraced modern preferences while staying true to the brand’s heritage.
The challenge
Cider in Vietnam was often misunderstood—frequently mistaken for fruit-flavoured beer and perceived as either too sweet or too heavy for long, casual drinking occasions. Strongbow’s high ABV, bold colour palette, and legacy cues no longer resonated with its target audience. In a market dominated by beer and brimming with category choice, Strongbow needed to both clarify what cider stood for and recapture attention with a more relevant offer.
The idea
We partnered with HEINEKEN Vietnam to develop and launch Strongbow Sparkling Cider—a refined, effervescent drink created specifically for discerning Vietnamese women. Inspired by the local tradition of fruit fermentation, we introduced bold yet culturally resonant flavour pairings like Dragonfruit & Kiwi and Pineapple & Pomegranate to make the product feel both familiar and fresh.
The design brought this transformation to life. We moved away from Strongbow’s heavy black cues, introducing a new fizz-forward identity featuring white and gold accents, hand-drawn fruit illustrations, and airy bubbles that spoke to lightness and modernity. A refreshed logo added energy, and the new design extended seamlessly across packaging, in-store materials, and branded activations—creating a sophisticated yet accessible brand world.
The impact
Within six months, Sparkling Cider has become a standout performer. It attracted new drinkers, especially among urban women, and increased consumption frequency. The design system boosted shelf standout and reinforced Strongbow’s premium positioning. By creating a lighter, more elegant experience—both in product and presentation—we helped Strongbow reclaim its relevance and establish a stronghold in Vietnam’s increasingly competitive alcohol landscape.
“Elmwood has been an invaluable partner in shaping Strongbow Sparkling Cider’s success in Vietnam. By blending deep cultural insight with world-class creativity, they have helped us reintroduce cider in a way that feels both fresh and familiar to our audience.
pablo chabot
From reimagining our design language and packaging to crafting a holistic brand experience, Elmwood translated our vision into a design that not only stands out on shelves but also significantly elevates Strongbow’s premium appeal.
The results speak for themselves—renewed excitement, increased trial among female urbanites, and a strong foothold in an increasingly competitive market where we’ve achieved exceptional growth. A truly brilliant collaboration.”
marketing director, heineken vietnam
