Elmwood WorkAboutCareersPeopleNewsContact Amstel Crafting a global icon With a presence in 180 markets, Amstel’s brand essence was being devalued by substantial clutter. Amstel needed a brand identity that empowered local markets to deliver local design execution, whilst ensuring the brand remained instantly recognisable. New York 02:27 PM GLOBAL LOCAL The Tension The existing identity was too restrictive for local needs and, as they sought new expressions for the brand, more inconsistencies arose. There was a need to reclaim Amstel's iconicity and reinvigorate stories from its rich history. The Power In partnership with the Amstel team, we created the 'I am Iconic' platform. This tool enabled local markets to create their own unique stories by picking and choosing assets from a crafted and curated Amstel design library. “Elmwood proved that they are not only good brand and packaging designers, but also have the capability to develop and co-manage a living, strategic brand-design system. That took next-level creativity, strategy, flexibility and perseverance.” MARK VAN ITERSON, GLOBAL DIRECTOR OF DESIGN, HEINEKEN 01 / 07 < > Sign up for nuggets of inspiration and news straight into your inbox. LONDON 27 Gee Street London, EC1V 3RD +44 (0)20 7637 0884 london@elmwood.com NEW YORK 598 Broadway 10th Floor, New York, NY 10012 +1 (646) 2530520 newyork@elmwood.com SINGAPORE 759A North Bridge Rd Singapore, 198727 +65 6298 1858 singapore@elmwood.com © 2021 Elmwood. All rights reserved Privacy Twitter Facebook LinkedIN