Strong by
Heart
Baron’s
The challenge
Created in Singapore in the 90s, Barons built a loyal following as an unapologetically strong lager. At 8.2% ABV, its higher strength and distinctive taste stood apart in a market traditionally dominated by lighter beers, finding particular resonance with a more mature audience.
But while the category moved on, Barons stood still.
Its identity had barely changed since launch, relying heavily on traditional European brewing cues and heraldic symbolism to suggest a heritage the brand didn't actually have. The result felt generic and increasingly forgettable. Its rampant lion had lost distinction, its meaning was unclear, and the brand had become associated with an older generation of drinkers who were themselves moving towards more premium alternatives.
The challenge was to rediscover what made Barons distinctive in the first place, and turn it into something a new generation could believe in.
The Opportunity
We found the answer in something Barons had always owned: strength.
Strong by Heart reframes the beer's 8.2% ABV as a bigger brand belief, moving strength beyond the physical to celebrate conviction, courage and the strength of character it takes to stand for something.
We rebuilt the identity around the lion, transforming a complicated heraldic device into a bold, recognisable emblem. By focusing on its bust and pairing it with a simplified shield, the lion becomes something to wear with pride: a symbol of strength, confidence and leadership.
From the heart of the shield, a radiant graphic system expands outwards, giving the brand a sense of energy and turning inner strength into a distinctive visual behaviour.
The wider identity follows the same principle of stripping away what Barons didn't need and strengthening what it already owned. A refined typographic system brings more character and premiumness, while a simplified palette puts the distinctive Barons green and gold firmly at the centre of the brand.
And instead of telling people what strength should look like, the new voice explores its many dimensions: conviction over comfort, courage over hesitation, and the confidence to stand your ground.
A stronger identity for a beer that was always strong at heart.
