Concept poster for an event around the Amstel Radler beer brand. Amstel Radler is a refreshing beer with lemon flavor and reduced alcohol content. It's branded around road cycling, and became a huge success in the Netherlands since launch in spring 2013.
The event uses the road cycling link and combines it with the bars, pubs and cafés that serve Amstel Radler by running a fun road cycling race through the front doors and out the back doors of these places.
The visual concept was to take the famous sports posters from the pre-WW2 era and give it a refreshing twist to match with the product image.
Illustration: Jeroen Coert
Design & Art Direction: Edwin Servaas
Made for BrandBase