In 2010 Amstel celebrates their 140 years of brewing history. In honor of this jubilee a limited edition is presented to the Dutch market. Designed by VBAT, three 75cl jubilee bottles show the most memorable labels of the past referring to the year 1933, 1953 and most important, the visual identityof the design of 1971.
The 1971 design is still present in the DNA of the brand anno 2010. At that time the revolutionary redesign was a true milestone for the brand. It introduced the typical design structure, with ring and stone, together with the rich world Amstel is known for. As D.P.G. Claessens in 1971 already said in Heineken’s Vers van ’t Vat: “It takes courage for a brand to implement a revolutionary redesign and to apply it into details. That’s what defines the character of a true winner. We are proud that we, as a partner in packaging design, were involved during the development of this authentic brand.” Claessens | Cartils congratulates Amstel with this 140th jubilee!
Source: http://news.claessenscartils.com/
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