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The New Amsterdam Vodka team commissioned Force Majeure to bring their Original 80pf Vodka to life through a bold visual identity refresh and reimagined packaging in order to reassert the brand’s position to captivate a new vibrant, multicultural generation. Our answer was to lean into the urban energy and the thrill of victory, transforming the iconic spirit of the city into a confident, youthful expression. To do this, we focused on visually communicating the thrill of turning daily burdens into moments of victory. The design celebrates personal achievement, urban energy, and the feeling of infinite possibilities. All while ensuring New Amsterdam Vodka maintains its premium look and feel, while reintroducing its name as a commanding presence on shelf, reconnecting with an audience that demands both authenticity, boldness and style.

Through the new design we elevated the bottle’s silhouette with a more contrasted label and closure design, utilizing a rich color palette and vibrant lighting to evoke excitement and confidence. The logotype was reconfigured to give clear focus and attention to the “New Amsterdam” name. The use of sharper angles captures the spirit of the city through its angular architecture and the dynamism of the ever-changing skyline, dramatic angles and facets are some of the most distinguishable elements of our visual language.

By creating a powerful new icon: a stylized skyline that dials up the verticality, architectural lines and dimension of city skyscrapers - we’ve given New Amsterdam an emblem that resonates across all touchpoints, from in-store presence to digital campaigns.

Conveying empowerment and modern street energy was central to this refresh. We focused on ensuring the new label and closure seamlessly fit into the brand’s evolving world, with a design that’s confident, real, and connected to the celebratory social occasions of our consumers.
When you’re living for the big moments with your crew, there’s no choice but to let the real energy and excitement of those instants come through. Our visual identity captures all the feels with casual spontaneity. New Amsterdam is all about the mix of multiple angles, the constant motion, and the imperfections that show the dynamism of life and authentic celebration.