M — N Associates: Beck’s Ice Rebrand

Beck’s Ice

Disruptive Confident Rising

Food & Beverage

— 2023

Arrangement of Becks Ice aluminum beer cans showcasing custom branding and typography against a vibrant yellow background.

Overview

From the latest GenZ movement and behavior, AB Inbev Vietnam wants Beck’s Ice to gather their expression through the rebranding with with authenticity, disruption and confidence. By unlocking new elements and breaking the previous appearance, Beck’s Ice becomes more relevant and true to its bold attitude ready for the new booming digital mediums, their Beck’Stage platform for underground culture and younger generations.

Product showcase featuring Becks Ice cans and promotional packaging boxes.

Logo

Aiming for better presentation on shelves and various types of usages on print and digital mediums, the new logo unlocks new possibilities for deconstructing multiple elements into new formats of logos such as the new Beckey as a supergraphic icon and many new forms of logotypes.

The graphic system was taken over by the iconic chair as center combined with all surrounding environmental elements & people behaviors. All together, creating a complete unique “style” for Guta and echos what the brand comes from.

Color Palette

Aiming for better presentation on shelves and various types of usages on print and digital mediums, the new logo unlocks new possibilities for deconstructing multiple elements into new formats of logos such as the new Beckey as a supergraphic icon and many new forms of logotypes.

The graphic system was taken over by the iconic chair as center combined with all surrounding environmental elements & people behaviors. All together, creating a complete unique “style” for Guta and echos what the brand comes from.

Close-up macro shot of crisp golden beer foam against a bold yellow and white background.

Color palette breakdown chart featuring Blackz, Redz, and Yellowz themes for Becks Ice.

Typography

Through its Beck’Stage festival, the brand focuses deeply to verbal communication such as rap, musical lyric and trending verbal sayings. Therefore, typography naturally becomes brand key elements to visualize and design their messages.

Together with Blaze Type & Colophon Foundry, our Type Associates developed a breakthrough Vietnamese version of Arges Black and Apercu, called Chillz Family for Beck’s Ice. The new branded font family has Chillz Display with “cheering diacritics” inspired from pouring and clinking moment when drinking and a new Beckslant (backslant) style supports the typographical expression and also, Chillz Apercu with multiple weights and styles as supportive ‘hypebeast’ body fonts.

Dynamic action shot of golden Becks Ice liquid being poured into a branded glass.

Atmospheric lifestyle shot of people toasting with Becks Ice drinks in a lively social setting.

Detailed glyph study showcasing custom Vietnamese character designs for the Becks Ice typeface.

Monolithic typographic lockup emphasizing structural letterforms for Becks Ice.

Oversized bold typography overlaying a vibrant yellow background for Becks Ice visual identity.

Comprehensive character set showing extended diacritics and custom glyph variations for Becks Ice typography.

Rhythmic typography layout exploring bold text weights and overlapping alignment for Becks Ice.

Editorial text layout incorporating playful vernacular lyrics and bold graphic styling for Becks Ice.

Custom Vietnamese typographic characters demonstrating the bespoke typeface created for Becks Ice.

Initial Marks

To expand the new Beck’s Ice culture, a series of “initial marks” was created with meaningful typography, driving the brand forward about the content and how the content displayed.

Packaging

We recreated the packaging layout again by opening a complete new side called “Beck’Side” for playful typography design and special collaboration. The design gives brand and marketers a new chance to express messages and campaigns on this canvas.

Branded promotional print featuring typography prompts to unlock stories for Becks Ice.

Assortment of Becks Ice beverage cans arranged cleanly against a bright background.

Lineup of Becks Ice cans featuring custom Vietnamese typography and energetic campaign names.

Energetic poster design featuring a Becks Ice can and bold yellow visual identity graphics.

Sleek Becks Ice can resting against a light textured background with abstract graphic lines.

Stacked Becks Ice packaging cartons showcasing vibrant yellow retail displays.

Adaptation

The Beck’s Ice visual system was designed to adapt seamlessly across formats, scales, and cultural contexts. From large-scale outdoor executions to social-first content, the identity maintains its bold presence while flexing to different environments and moments. High-contrast color, oversized typography, and dynamic composition ensure instant recognition, allowing the brand to stay striking, relevant, and unmistakably Beck’s Ice wherever it appears.

Dynamic product shot of a Becks Ice can set against an energetic yellow and dark backdrop.

Minimalist product packaging box featuring bold Becks Ice branding and vibrant yellow tones.

HypeBeck Merchandise

Following “staying close to your crew”, the new merchandise system will stay close to streetwear culture with tag accessories for sneakers, streetwear clothings and hypebeast toys.