Lush

Vietnam’s beer market is dominated by a few traditional brands that tend to have a high ABV. Younger consumers are looking for something different and lighter to drink that will enable them to enjoy an evening together without impacting the next day.

The Challenge

Create a brand for a new generation of health-conscious Vietnamese consumers. A harmonious blend of Premium Lager Beer and 100% Natural Fruit. Fermented at zero degrees, for extreme refreshment.

The solution

A strong brand icon was created in the form of a sunset made up of barley ears, the sunset being a metaphor for the drinking time occasion. To help balance the beer credentials, a strong word mark was crafted referencing the bold style ubiquitous to the category. The white and blue colour palette paired with fresh flavour colour helps support the brand’s easy-to-drink position. Modern icons were created to indicate the exotic ingredients.