From the latest GenZ movement and behavior, Beck’s Ice gathered their expression to announce their new rebranding movement with “authenticity, unexpectation and thought-provoking”. By unlocking new elements and breaking the previous appearance, Beck’s Ice becomes “more relevant and true to its bold attitude ready for the new booming digital mediums, their Beck’Stage platform for underground culture & younger generations.”
Aiming for better presentation on shelves and various types of usages on print and digital mediums, the new logo unlocks new possibilities for deconstructing multiple elements into new formats of logos such as the new Beckey as a supergraphic icon and many new forms of logotypes.
Inspired by the 100% malt German beer formula, the new color palette is called “German Palette” with the striking new YellowZ as the new main brand color and black, red and white as supportive colors.
Through its Beck’Stage festival, the brand focuses deeply on verbal communication such as rap, musical lyrics and trending verbal sayings. Therefore, typography naturally becomes brand key elements to visualize and design their messages. Vietnamese support was added to the two brand typefaces: Arges (Blaze Type) and Aperçu Condensed (Colophon). The custom version of Arges was rebranded as Chillz Display with “cheering diacritics” inspired by pouring and clinking moments when drinking; a new Beckslant (backslant) style supports the typographical expression. Chillz Aperçu is used in multiple weights as supportive “hypebeast” typeface for body copy.
We recreated the packaging layout by opening a “Beck’Side” for playful designs and special collaborations. This design offers brands and marketeers a new canvas to express messages and campaigns. OIn line with the motto “staying close to your crew”, the new merchandise system will stay close to streetwear culture with tag accessories for sneakers, streetwear clothing and hypebeast toys.
Design: M — N Associates; Phúc Trần, Anh Nguyễn, Anh Phạm
Creative direction: Duy — N
Project management: M — Lan
Photography: Wing Chan, digital retouched by An Nguyễn