Elmwood London

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Strongbow, the world's leading cider brand, set out to disrupt Vietnam's beer-dominated market with its latest innovation—Strongbow Sparkling Cider. As a pioneer that successfully introduced Vietnamese consumers to an alternative alcoholic beverage, the brand recognized an opportunity to further lead the category with a low ABV and sparkling proposition to address the evolving needs of progressive female audience. This strategic move, aligned with shifting consumer preferences toward lighter, healthier, and premium options, positioned Strongbow to pioneer the next evolution in Vietnam's beverage landscape.

While cider enjoys global popularity, in Vietnam it is often mistaken for fruit-flavoured beer. However, fermentation of fruits is deeply rooted in local traditions, giving Strongbow the opportunity to fill a market gap with a familiar yet premium offering— a distinctively fizzy, naturally fermented cider that was less sweet, lower in alcohol, and ideal for extended drinking occasions.

Aimed at broadening the brand’s appeal to modern Vietnamese women seeking more mindful experiences, the challenge went beyond just product innovation. It involved creating a fresh visual language for Strongbow Sparkling, building on the core of Strongbow's existing identity to better resonate with the target audience. Drawing inspiration from the world of premium sparkling beverages, we reimagined every element of Strongbow’s brand expression: evolving the logo into a dynamic symbol, softening the signature black with white highlights, elegant gold accents and effervescent cues, and refreshing the solid colour palette to be brighter, trendier, and more vibrant. Sophisticated dual-flavour illustrations reinforced the brand’s premium positioning while honouring Vietnam’s fermentation traditions, creating a design that felt both contemporary and aspirational.

Beyond the bottle, we developed a holistic ecosystem of engagement across all touchpoints, ensuring cohesive storytelling that reinforced the sparkling narrative. The reimagined visual identity delivered strong shelf standout and elevated Strongbow's premium perception, successfully unlocking new drinking occasions in a beer-dominated market.

MADEIT CREDITS

  • HEINEKEN VietnamClient
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