Rooster BeersCOCK-A-DOODLE-DRAUGHT

In a market split between easy-drinking lagers and overdesigned craft imports, Rooster Beers stood for something new: Vietnam’s first classic beer brand with a craft soul. Formerly Phat Rooster Ales, the brewery wanted to ditch its expat image and become a name locals could actually drink to – straightforward, funny, and proud. Because in Vietnam, beer isn’t just a drink. It’s culture, conversation, community.

Rather than simply rebrand, we needed to reclaim. To take “craft” out of the air-conditioned bars and put it back on the street. The brand needed to feel familiar but fresh, quality without pretension. A beer you could spot from across the block, laugh with, and bring home. Something made here, for here.

BaseSGN cut the “Phat”, kept the rooster, and turned it into a national bird. Rooster Beers became an unapologetically local brand: loud, bright, and instantly recognizable. Red and mustard yellow borrowed from everyday Saigon: delivery bikes, street signs, bia hơi joints. The design speaks fluent Vietnamese: from the cry “BIA GÀ Ò Ó O!!!” (“Cock-a-doodle-doo!”) on coasters to the Rooster Delivery Team in matching workwear and bikes. Every touchpoint feels confident and unfiltered. Not a craft beer pretending to be global – a Vietnamese beer proud to be local.