As part of the 140th anniversary of Dutch beer brand Amstel, small sister of multinational brewery Heineken, a book is produced. Lopezlab is requested to develop the concept, design and produce this publication, titled: ‘Amstel, het verhaal van ons bier.’ that narrates the illustrious history of a classic drink.
To introduce the rich tradition of beer brand Amstel to a new generation of consumers. As the brand, part of the Heineken Netherlands Group, exists for almost a century and a half, the approach must be mostly historical. The book should present material from the archives in such a way that it appeals to three defined target groups: consumers, distributors and hospitality employees.
The quality of Amstel appeals to the ones who enjoy life lightly and savours the present moment, that’s what Lopezlab finds after researching the demographics. To create a publication that speaks to this group, main focus is placed on the abundant presence of strong images and visuals. The extensive archive of the brewery provides with a selection of photographic material, montaged in a vertiginous snapshot sequence. The book picks up speed by larding these visual attractors with juicy textual facts and integral historical information, having the history and the present of the brewery merging seamlessly. The publication is presented in both Dutch and English to appeal both locally as on an international scale. The result is a stunning publication: hearty at the core with a playful finish, as refreshing as a cool glass of Amstel.s een goed glas bier.
During this campaign to promote the Amstel brand, the book was presented to trade customers as a PR-publication and gift, and was sold through a diverse range of distributors: from supermarkets to liquor stores. The inversion of the commissioner turned out this way fully lucrative. For the first edition of the Dutch version 70.000 copies were issued. The English one was dispersed among the international employees as an introduction to the company culture, and was issued in 12.000.
“‘Lopezlab is an excellent party when it comes to integral design strategies. After really paying attention to our companies wishes, they were capable of translating complex matter into an extremely clear and appealing visual representation. With our celebratory book they proved to be an engaging sparring partner, delivering a result we truly treasure, after very intensive research. We are extremely proud of our book that is almost like a film of our history, but then printed. It continues to inspire us every day!’”
Sr. Brand Manager Amstel, Heineken