Amstel unveils refreshed global visual identity

Amstel has launched an updated visual identity designed to modernize the brand and reinforce its premium positioning. The redesign emphasizes the brand’s Amsterdam heritage through several key elements, including a modernized crest featuring the Amstel bridge and a bespoke typeface inspired by historical bridge signage in Amsterdam.

Other updates include a more distinct golden circle, a horizontal split on the logo, and a wave pattern on packaging inspired by the Amstel river. The new design will be applied to both bottles and cans, maintaining core consistency across global markets while allowing for local adaptations. The rollout has already begun across 11 markets in Europe, Africa, and the Americas, with a full transition expected by the end of 2027.