ABOUT

Vietnam is the number one consumer of beer in South East Asia, and with 70% of its beer category attributed to mainstream 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 to modernise, 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.

We tackled this from a culture-first perspective, one that delved deeper to unlock what motivated as well as defined the Vietnamese beer drinker; and what we uncovered, inspired our new packaging design.

We started with a unique icon in Bia Việt’s legacy — the Lac bird. This symbol of Vietnamese pride and progress encapsulates the essence of Vietnamese heritage as well as aspirations, and we elevated this in our new brand identity through 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.

Our striking new packaging sets Bia Việt apart, while uniting North and South regions of Vietnam through their love for beer and their country. Bia Việt has captured the hearts of fans with the new, attractive design which accurately captures the young and contemporary Vietnamese spirit.