In a saturated vodka market, where numerous brands vie for consumer attention, the redesign of New Amsterdam Vodka stands out as a significant evolution in branding. The task was handled by design agency ForceMAJEURE, which aimed to modernize the packaging while maintaining the brand’s recognizable elements.

New Amsterdam, owned by E. & J. Gallo, embarked on its first major redesign since its inception in order to enhance its visual identity and achieve a cohesive look across its product line. The fresh design features a striking midnight-blue palette, setting it apart from the typical clear and silver bottles that dominate the shelves.

One of the notable changes was elevating the iconic cityscape graphic, previously a mere decorative aspect, to become a central visual component. The refined vertical wordmark now imbues the bottle with a confident and contemporary presence, ensuring clear visibility whether on display in a store or behind the bar.

This comprehensive redesign was the result of close collaboration between the multidisciplinary team at ForceMAJEURE and E. & J. Gallo, spearheaded by Creative Director Michelle Mak. The redesign process was meticulously coordinated, driven by dedicated account and production professionals.

Key members of the creative team, including Tim Devereaux and Tianyun Jiang, contributed significantly to refining the label’s structure and enhancing the typographic hierarchy. Jiang played a crucial role in establishing the new visual aesthetic and contributing to broader design consistency.

The redesign has not gone unnoticed in the industry, earning numerous accolades such as a Silver Award from Graphis, a Gold Award at the 2026 MUSE Design Awards, and recognition from the PAC Global Award. These honors underscore the project’s strength and validate the high-quality craftsmanship and creative execution behind New Amsterdam Vodka’s revamped visual identity.