Bia Saigon decides to do a relaunch with a brand new look of brand identity to target more on young and dynamic people, the millennials. Their brief is to create a campaign to support the relaunch and make sure everyone understand the new brand philosophy.
The visual direction is a 18.75° dynamic slanted graphic which is inspired by the founding year 1875 of the company.
The graphic is consistently adapted in all design work to create a distinct and unique look for the whole new Bia Saigon brand.
For the main key visual. I decide to go with a heroic shot with 3 bottles nicely layout in the top of the world, looking all the buildings and cities that represent for the rising Vietnam and to make the best of the tagline “ Rise like a dragon”.
Saigon Export Key Visual
This KV is art-directed to show the original and authentication of one of the most loved and finest beer in Vietnam.
Saigon Lager Key Visual
To emphasize the nature of Lager Beer, a clean and bright color scheme is chosen to create a mood of light and premium of a award-winning beer
Saigon Special
This is the most premium beer, which is brewed from the unique Spring Barley to create a distinct and special taste. The art direction for this key visual is direct and solid to give consumer a trusted and authentic feeling.