Rebrand for a Gen Z-focused beverage brand

M — N Associates rebranded Beck’s Ice for AB InBev Vietnam to make the beverage brand feel more authentic, disruptive, and confident for younger audiences. The work refreshed the logo, built a flexible graphic system, expanded the color palette, and introduced custom typography tailored to Vietnamese language and youth culture. Inspired by Beck’Stage, the brand’s underground culture platform, the identity emphasizes bold expression, rap-influenced messaging, and digital relevance. M — N Associates also redesigned packaging with a new “Beck’Side” layout for playful communication and collaborations, then extended the system across outdoor, social, and merchandise applications. The result is a more adaptable and striking brand presence designed to stand out on shelves and across digital media.