Sagota
Premium Beer
Crafting a Bold Vietnamese Beer for a New Generation
- Brand Strategy
- Brand Architecture
- Creative Development
- Packaging Design
- Production
Sabibeco / Sagota Vietnam
The Challenge
Sagota Beer’s generic identity failed to stand out against international competitors. To compete in the premium market, it needed a distinctive positioning that celebrated its Vietnamese heritage while appealing to modern consumers.
The Insight
To move beyond its Heineken-like image, the brand embraced The Spirit of Saigon, a design that reflects local pride, energy, and authenticity. A five-sided brand device symbolising luck and heritage created a strong emotional connection with consumers.
The Impact
With its revitalised identity, Sagota Beer now stands out as a distinctly Vietnamese premium brand. The redesign strengthened consumer trust, improved market positioning, and reinforced Sagota’s reputation for quality and cultural pride.
The Challenge
Sagota Beer’s generic identity failed to stand out against international competitors. To compete in the premium market, it needed a distinctive positioning that celebrated its Vietnamese heritage while appealing to modern consumers.
The Insight
To move beyond its Heineken-like image, the brand embraced The Spirit of Saigon, a design that reflects local pride, energy, and authenticity. A five-sided brand device symbolising luck and heritage created a strong emotional connection with consumers.
The Impact
With its revitalised identity, Sagota Beer now stands out as a distinctly Vietnamese premium brand. The redesign strengthened consumer trust, improved market positioning, and reinforced Sagota’s reputation for quality and cultural pride.
