SABECO case study

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.”

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.

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.

Project NAme
Bia Saigon Chill
Associated Brand
Publish date
Oct 2020
Project Type
Product Line
color palette
Design by

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Bia Saigon Chill


Post Contributors:  Sa Nguyen