AmsterdamBrewery

Amsterdam’s Identity Crisis; Exploring Local vs EuropeanThe initial challenge was to relaunch their best selling beer while

considering a refresh to the Euro-inspired brewery brand.

Local Breweryor Pseudo-euro?The Amsterdam Brewery was launched in the late 80‘s as a European inspired brand, but trends have changed and left them without a clear identity in the fast growing craft scene.

The design challenge: refresh the flag-ship Blonde to feel local without alienating core consumers by completely losing the pseudo-euro style.

Big curve ball: the owner really liked the look and feel of Stella Artois, silver & craft paper...

Design IA blend of black & white, approachable typography, urban architecture andappetite appeal.

Design IIBlack is the new Blonde:a sexy glass silhouette, with bold typography & restyled boutique brand.

Design IIIA Frankenstein mix of craft brewery language and Stella Artois style.

Design IVHeavy on the appetite appeal supported by a circus inspired badge—a delicious attraction.

Design VApothecary and local market inspired. Beer’sgood medicine right?

Design VISometimes a randomidea comes together that just looks cool...

Phase II

AMSTERDAMGOODBEERPart I: exploringthe corporatestationery design

Part II: exploringthe redesign ofNut Brown Ale,to DowntownBrown Ale.

Beer GlassDesignLots of appetite appeal.Diecut business cards to resemble a beer glass.

Beer NinjaDesignUsing the Amsterdam 7 point star to play a fun role in the stationery, especially with the folded diecut business card.

PeepshowDesignA vintage style with retro pin-up girls and sailor boy illustrations playing cheeky roles on the stationery.

DowntownBrown

From Nut to DowntownOriginally Amsterdam’s most popular offering a decade ago, it has slipped into obscurity with the rise of blonde ales.A classic British-style brown ale, considered smooth and all-night drinkable.

Downtown Brown’s new brand character would be described as smooth jazz, pulsing night life, an urban legend for those in the know.

And of course, moving the can away from red and into brown.

EclecticDesignCapturing the mishmashstyle of trendy urban neighbourhoods with classic buildings & random letterpress fonts.

The brand name presentsa unique opportunity to use the word “own” as it appears in all 3 words.

TypographicDesignUsing Constructivism-esk styling to create an urban minimalist design.

The dynamic information is stacked together to subtly resemble a bird’s eye view of a street scape

The colour contrast and graphic nature of this design also resemblesstreet sign language, making this can an eye catcher.

Jazz MusicDesignA pulsing musical design using only simple lines and typography to convey a feeling of movement and buzzing neon night life.

A reverberating design that captures urban Toronto’s downtown energy in a blast, as if being blown out of a horn instrument.

Street BuzzDesignAn evolution of the “Jazz” design, moving the style toward a concert poster theme, with pulsing speaker circles.

The circles also represent the city traffic lights.

A more transportable brandmark.

Steve FeeneyCreative

Creative Direction

Design Strategy

Art DirectionCopy Writing

Custom TypographyPhoto Direction

Digital Illustration

Graphic Design

stevefcreative@gmail.com