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Dr.Diesel is a brand owned by HEINEKEN, a Dutch brewing company. Initially, the brand had the positioning of brutal men’s beer. In 2020, the brand was relaunched in the fruit beer category – a new line of three unusual flavors appeared. The brand has become more vibrant and youthful. And 2 years later, in 2022, the HEINEKEN team decided to add a drink with a more classic taste – premium light lager – to the audience’s favorite fruit beer. This required a new positioning of Dr. Diesel and the corresponding identity.
DS1 branding developed the visual identity of 3 new SKUs: classic light lager, lime-flavored lager and non-alcoholic beer. It was necessary to develop a design that would help distinguish Dr. Diesel from competitors, was close to the target audience and looked premium.