Through international expansion and growth of the brand, Heineken communications had become inconsistent and in some cases unrecognisable. Heineken had the ambition for the world’s most valuable premium beer brand to claim iconic recognition and strengthen consistency of the brand around the globe. This project was developed in cooperation with Wieden+Kennedy Amsterdam.

The core concept was ‘Heineken’s window on the world’. The logo cut out is used as the window through which to view products, events or enjoyable moments with friends. Heineken green is prominent throughout all applications. Variations of design were developed for different product and sponsorship platforms. For music the green background has an additional melodic graphic line while for extra cold a frosted look has been added. All communication applications, point of sale and merchandising carry this new, universal brand language.

Finding the right expression for a global brand needs to be simple, but sophisticated. The approach was to find the ‘Heineken view on the world’ and bring that to life. The idea needed to be flexible, so that it could apply across a range of carriers and product platforms, and inspirational, so that users would be motivated to embrace it.