For the launch of “UNLOCK,” Beck’s challenged us to create a bold, culturally-driven campaign that would reconnect the brand with a younger, urban audience. Our response was a modular visual system inspired by digital culture, street aesthetics, and the raw energy of nightlife. The identity plays with vertical layouts, high-contrast neon colors, and rigid grid structures — reflecting a cyber-industrial visual language. We reimagined the brand’s iconic green in glowing LED textures, pairing it with red laser lines and brutalist typography to build an unmistakable visual presence. Each execution acts as a visual gateway, unlocking stories, people, and places tied to Beck’s unapologetically bitter spirit. Designed for both digital and physical environments, the system adapts seamlessly across social media, event installations, and OOH. Alongside the campaign, we developed the official Beck’s International Brandbook, establishing a comprehensive design language and strategic foundation for global markets.