Amstel Light
Refreshing the Spirit of Amsterdam
CHALLENGE
Amstel Light, originally launched in the U.S. in the early eighties, had built a loyal following as the imported light beer of choice. Despite its success, the brand faced a unique challenge: after decades of unchanged packaging, it needed to stay relevant with a new generation of consumers without alienating longtime drinkers.
Heineken USA engaged us to reposition Amstel Light as the definitive imported premium light beer, drawing on European brewing heritage while clarifying its authentic Dutch origins. The opportunity was to create a compelling visual narrative anchored in “The Spirit of Amsterdam,” strengthening both its premium image and cultural credibility.
WHAT WE DID
Logo
Visual Identity
Packaging Design
Design Strategy
Collateral
Illustration
Messeging
Production
Brand Assets
Brand Identity Guidelines
BEFORE
OUR APPROACH
Ceradini Brand Design partnered closely with Heineken USA to restage and refresh the Amstel Light brand packaging. Our work was guided by consumer insights that shaped the brand’s new positioning, “The Spirit of Amsterdam.”
We began by exploring an evolutionary structural redesign and refining the visual language to convey sophistication and approachability. Signature browns and golds were reimagined with more boldness and shelf presence, while simplified typography elevated the “Light” nomenclature—reinforcing Amstel Light’s role as the hero of the brand story.
To further emphasize authenticity, we incorporated imported cues and an iconic Amsterdam canal scene across secondary packaging and branded materials. This balance of modern appeal and heritage detail allowed the refreshed identity to resonate with both loyal drinkers and new consumers discovering the brand for the first time.
Our design process begins with sketching and big ideas first
3-D models of structural design options
Design evolution of the brand
Custom glass design
Custom tap handle
RESULTS
A Timeless Refresh
The revitalized packaging strengthens the identity of Amstel Light, paying homage to its Dutch roots while establishing a more upscale, premium expression across the entire Amstel Light ecosystem: from the bottle structure and graphics to on-premise and off-premise collateral.