From local brand to global icon

From Amsterdam Beer to a Brand with a Bigger Story

When we first started working with Amsterdam Premium Lager, there was nothing inherently wrong with the brand. In fact, most people thought it looked good. But there is a difference between liking how something looks and feeling a genuine connection to it.

The identity relied heavily on familiar Amsterdam symbols. Canal houses. St. Andrew's crosses. Local recognition. Elements that undeniably belonged to the city, but could just as easily have appeared on a tourist T-shirt.

People recognized Amsterdam. But did they recognize the brand?

That became the question.

Looking Beyond the Symbols

During conversations with the founder, one theme kept resurfacing. Freedom.

Not as a marketing slogan, but as an essential part of Amsterdam's DNA. That insight changed everything.

Instead of expressing Amsterdam through canal houses and familiar city landmarks, we began exploring what the city truly represents. A place where freedom, creativity, culture and self expression come together.

At the same time, the brand line evolved from The Taste of Freedom to simply Taste of Freedom. A small change. A significant shift in meaning. The brand stopped describing what it was and started expressing what it stood for.

A Brand That Could Stand on Its Own

The identity itself was also reconsidered. The original logo placed significant emphasis on Amsterdam's iconic St. Andrew's crosses. While distinctive and instantly recognizable, they often attracted more attention than the brand name itself.

The name Amsterdam Dutch Premium Lager also carried unnecessary complexity. By simplifying it to Amsterdam Premium Lager, we created a stronger and more memorable foundation for the brand.

A key part of the redesign was the refinement of the wordmark. By visually connecting the opening letters (AM) and the closing letters of Amsterdam, we created a more distinctive silhouette that makes the name feel both more compact and more recognizable.

This approach also introduced AMS as a natural brand shorthand across packaging, merchandise and communications, while maintaining a clear connection to the master brand.

The St. Andrew's crosses remained an important part of the visual identity, but their role changed.

No longer the brand itself. A supporting brand asset.

Looking Beyond the Symbols

During conversations with the founder, one theme kept resurfacing. Freedom.

Not as a marketing slogan, but as an essential part of Amsterdam's DNA. That insight changed everything.

Instead of expressing Amsterdam through canal houses and familiar city landmarks, we began exploring what the city truly represents. A place where freedom, creativity, culture and self expression come together.

At the same time, the brand line evolved from The Taste of Freedom to simply Taste of Freedom. A small change. A significant shift in meaning. The brand stopped describing what it was and started expressing what it stood for.

A Brand That Could Stand on Its Own

The identity itself was also reconsidered. The original logo placed significant emphasis on Amsterdam's iconic St. Andrew's crosses. While distinctive and instantly recognizable, they often attracted more attention than the brand name itself.

The name Amsterdam Dutch Premium Lager also carried unnecessary complexity. By simplifying it to Amsterdam Premium Lager, we created a stronger and more memorable foundation for the brand.

A key part of the redesign was the refinement of the wordmark. By visually connecting the opening letters (AM) and the closing letters of Amsterdam, we created a more distinctive silhouette that makes the name feel both more compact and more recognizable.

This approach also introduced AMS as a natural brand shorthand across packaging, merchandise and communications, while maintaining a clear connection to the master brand.

The St. Andrew's crosses remained an important part of the visual identity, but their role changed.

No longer the brand itself. A supporting brand asset.

The Result

The result is a brand with greater focus, stronger differentiation and a more compelling story. A brand that is rooted in Amsterdam without relying on Amsterdam clichés.

A brand that doesn't just communicate where it comes from, but what it stands for. Because the strongest brands don't simply tell people where they come from.

They give people a reason to believe. The most valuable conversations often begin with a simple question: What are we not seeing?

From local brand to global icon

From local brand to global icon

From Amsterdam Beer to a Brand with a Bigger Story

That became the question.

Looking Beyond the Symbols

A Brand That Could Stand on Its Own

Looking Beyond the Symbols

A Brand That Could Stand on Its Own

The Result

SPRB Clothing Case Study

SPRB Clothing Case Study

Clarity: The Hidden Advantage of Growing Brands

SPRB Clothing Case Study

SPRB Clothing Case Study

Clarity: The Hidden Advantage of Growing Brands