On October 23rd, Heineken Laos launched a new brand image and packaging for its beer brand Namkhong. The new image was designed by Lonsdale Asia, aiming to reposition Nankong Beer to a younger urban audience through a confident visual image, rooted in the concept of "comfort, relaxation, and joyful ease".
Nankong Beer has always been popular in rural areas and is now striving to expand its influence in markets where local and international competitors are concentrated. The brand is named after the Mekong River, one of the major waterways in Southeast Asia (which is called Nankong in Lao). Its new design inspiration comes from the journey of life and the concept of "letting nature take its course", and visual elements are integrated into various packaging such as eoe cans and bottles.
The exquisite lettering introduces subtle wave details, references rivers, and creates a sense of movement in clear, modern fonts
The redesigned boat shaped logo has evolved from a symbol of tough competition to a joyful collective rowing experience - friends walking side by side on the river of life - with dynamic lines and wave elements that highlight the dynamism. The rowers themselves have also been redrawn to create a relaxed, friendly, and unique Asian style.
Katrina Crescenzo, Deputy Creative Director of Lonsdale Asia, said, "The redesign of Nan Kong Beer is to tell the story of Laos' most important river in a bold, confident, and modern way. Working with Heineken Lao Beer, we also tell a story of 'David and Gloria': helping a weak brand stand out in front of a strong brand. The ultimate goal is to create a unified brand identity and packaging system that is clear and culturally resonant on shelves, and easily shared in social settings, making Nan Kong Beer a natural choice for those 'comfortable, relaxed, and enjoyable' moments.
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