WhatCameNext_ Redesign Victoria Bitter, Australia's Most Popular Beer

Victoria Bitter (VB) is not only an iconic Australian lager, but it's the Down-Under’s best-selling beer. Brewed since 1854, VB recently enlisted North Sydney-based brand design agency WhatCameNext_ to refresh the brand to connect with the next generation of drinkers while remaining relevant to their large, existing customer base.

The refresh retains traditional, recognizable elements such as the VB initials, but ditches the ornate gold outlining, updating the typography and reshaping the logo, going from a squat oval to a round, circular design, which has the effect of both modernizing the look but also making it more versatile across a multitude of media, including digital.

A circular logo can be placed within a square or rectangle and can be easily scaled. The change in shape adds to the stability and versatility of the logo while allowing consistency across varied applications.

Logos for large beer brands like Victoria Bitter do a lot of heavy lifting, representing the brand on cans, bottles and cases, as well as on merchandise, billboards, websites, and social media apps. The circular design, large fonts, and simple shapes create a logo that is both identifiable, faithful to the brand, and flexible.

WhatCameNext_ tapped into Victoria Bitter’s nickname, “The Original Big Cold Beer,” in the brand update, and it's that outsized personality on display throughout the designs, but especially on the packaging, where the logo and type aren't big enough to fit on the can's label. 

"On formats such as the can and outer packaging, we wanted the brand to really own the format, adding stature and appearing as big as the brand itself, whilst breaking the traditional norms,"says WhatCameNext_'s creative partner Glenn Kiernan. "The new generation of drinkers, although mindful of the history was looking for something that could fit a modern lifestyle, so we evolved the visual equities of the brand and shifted the tone of voice so we could express the brand with authority in a contemporary and fresh way which would standout amongst the competition and work powerfully in sponsorship, merchandise and digital applications."

“WhatCameNext_ has breathed new life into one of our most iconic beers leveraging its roots with even greater confidence and modernity. The redesign has enabled us to move beyond just a label to a brand that can sit at the heart of some of Australia’s most passionate partnerships in rugby league as well as venues around the country. WCN_ has delivered a branding update that confidently addresses our brand,” says Hugh Jellie, Victoria Bitter Marketing Manager.