Bedele Regular:
Designed for the future.

Client: Heineken Ethiopia / Brand: Bedele / Category: Alcoholic & Non-Alcoholic Beverages
Market: Ethiopia, Africa / Fields: Branding, Packaging, Visual Identity

The redesign of Bedele Regular embodies a forward-thinking vision for the brand, seamlessly blending simplicity, cultural authenticity, and modernity to create a timeless identity.

At the heart of the design is the bold and iconic colobus monkey, a revered symbol in Ethiopian culture known as the "messenger of the gods." This crafted icon not only reflects the brand’s deep cultural roots but also serves as a friendly and approachable mascot, capturing the essence of joy, connection, and celebration that defines Bedele Regular.

A key feature of the redesign is the reimagined wordmark, which draws inspiration from the distinctive forms of the Amharic alphabet. This unique typographic element introduces an ownable and authentic visual language, reinforcing the brand’s Ethiopian heritage while adding a contemporary touch.

Adding further depth is a newly developed texture that enriches the label design. This versatile branding asset brings vibrancy and character to the visual identity, extending seamlessly across various touchpoints in the brand’s communication.

This redesign is more than a visual update—it’s a statement of intent, honoring Bedele’s legacy while embracing a future of innovation and growth. By balancing simplicity with cultural significance, the new design inspires enduring connections and celebrates the shared moments that bring people together, ensuring Bedele Regular remains a beloved part of Ethiopian culture for generations to come.

Unlock the joy!