Bia Saigon Chill by SABECO, new product packaging and Identity X Ogilvy Brand Design
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In October 2020, SABECO (Saigon-Beer-Alcohol-Beverage Corporation) unveiled a new addition to its Bia Saigon portfolio: Bia Saigon Chill. Crafted using a cold-filtered technique at -2 degrees Celsius, this beer promises a refreshing and distinctive flavor.
Bennett Neo, the General Director of Sabeco, commented on the launch: “The introduction of Bia Saigon Chill marks a significant chapter in Sabeco’s journey. Designed to appeal to the ambitious, optimistic, and socially-conscious Vietnamese individuals, this product resonates with those who, along with the nation, are on an upward trajectory in their lives.”
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The innovation didn't stop at the brewing technique. Sabeco collaborated with the Ogilvy Brand Design team to conceptualize a fresh identity for Bia Saigon Chill, distinct from their existing range. Sabeco's brief to Ogilvy was clear yet challenging: they sought a design that was both innovative and divergent from their current branding. The target audience was young professionals stepping into their careers, searching for a respite from their hectic urban lives.
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The outcome? The name "CHILL" encapsulated the essence of relaxation and downtime. The packaging, with its vibrant, holographic label, is designed to shimmer in the night – the very time its target audience seeks to unwind with a chilled beer. This contemporary design not only sets it apart from the rest of the Bia Saigon family but also makes a distinctive mark amongst other mainstream beer brands in the market.