Vietnamese consumers have been accustomed to the elephant image on the Halida Beer label for years. We utilized this elephant image that is deeply associated with the Halida brand identity to create a sense of continuity and tradition in the new packaging. We created a more traditional elliptical shape for the beer label to strengthen the new design direction and we made the elephant icon a central element in our design. Attention Vietnam was able to meld the old and the new, giving Halida Beer a refreshed identity that is still full of its existing tradition and which also helped reinforced the Halida elephant’s status as an icon for the brand.