AMSTEL UPDATES GLOBAL VISUAL IDENTITY TO HIGHLIGHT AMSTERDAM HERITAGE

Summary from the TLDR Design newsletter

Amstel has redesigned its packaging and logo around its 1870 Amsterdam origins, adding bespoke typography inspired by historic canal bridge signage and a refined golden circle. The red, white, black, and gold system also features a wave pattern, a horizontal split evoking the Amstel River, and three coins representing the founders, city, and waterway. Already a Red Dot winner, the identity is rolling out across 11 markets, with all remaining territories due to transition by the end of 2027.