Background & Strategic Intent:

Amstel, one of Rwanda’s most trusted premium beers, undertook a visual
identity refresh to strengthen its presence and perception in an evolving
market. The update modernizes the brand while staying true to its
heritage and product promise: 100% Pure Malt quality.

The new design features:
• Cleaner, more contemporary lines
• Enhanced red and white color scheme for stronger visual impact
• A refreshed label that clearly communicates Amstel’s premium
positioning and purity.
This transformation wasn’t just cosmetic—it’s a strategic move to
reconnect with modern consumers while reinforcing product quality and
loyalty.

Creative Localization – Our Role:
We supported the brewery by localizing the global brand visuals for
both ATL (Out-of-Home) and BTL (Point-of-Sale) executions, ensuring
they resonate within the Rwandan cultural and consumer context.

ATL (OOH) Adaptations:
• We adapted the key visual assets for billboards, transit media, and
street-level ads, ensuring high visibility, bold contrast, and clean
messaging.
• The visuals focused on the red and white freshness, showcasing the
bottle and glass with striking clarity, while reinforcing 100% Pure
Malt as the core message.
• Tagline emphasis: “Fresh New Look. Same Pure Malt.”

BTL (Retail & POS):

• We designed and localized in-store materials such as shelf-talkers,
chillers, wobblers, and floor displays, optimized for Rwanda’s retail
environments.
• POS visuals balanced premium appeal with approachability,
encouraging spontaneous purchase while celebrating the new look.

Objective & Impact:
• Reinforce brand relevance with a modern, premium identity
• Drive attention and recall across both retail and public spaces
• Translate a global visual evolution into a locally resonant story
• Maintain continuity of Amstel’s trusted quality while refreshing its
shelf and street presence

Emotional & Visual Hook:
The message is clear:

Amstel may look new—but the taste you trust remains 100% Pure Malt.
Boldly refreshed. Proudly Rwandan.