Bia Việt’s culturally resonant redesign marked a turning point for the Vietnamese beer, boosting shelf standout, driving volume sales, and enabling it to become a truly national brand.
In Vietnam’s complex mainstream market, Bia Việt had struggled to win over drinkers fiercely loyal to regional brands, and by 2022, growth had stalled. A distinct new identity and packaging design by Elmwood launched in 2023 emotionally resonated across generations and regions, and within 12 months nationwide sales leapt.
The redesign encompassed every consumer and retail touchpoint and delivered visibility in a saturated market, increasing brand recognition and helping grow Heineken Vietnam’s mainstream segment share. Rooted in cultural symbols, the design dials up national pride and signals the beer’s taste profile through its colour palette. Repositioned in the minds of consumers, trial of Bia Việt rose among key competitor Saigon Lager’s drinkers, reflecting a clear switch in their choice of everyday beer.
