Heineken asked the agency to develop the unique visual brand identity for a new category; cider, in the Dutch market (available on tap and bottled). Jillz was created for the female market segment ages 18 to 35.

This 5% alcoholic beverage is a blend of cider, pure sparkling water and subtle fruit flavours. Created for women that love to socialize but don't like the bitterness of beer or the headiness of wine and strong alcohol. The bottle represents the character of the brand.

The brand language of Jillz represents the depth and complexity of women. The sophisticated, cool bronze metallic provides richness, coupled with the refreshing green which gives the feeling of the fresh ingredients. The logo is a non-symmetric design, with soft yet tactile forms, and an elegant and graceful J. It is surrounded by subtly embossed lines of the bottle bringing to mind the unique dynamics of female interaction.

The introduction/testing period has been a great success. The introduction plan was to put Jillz into Horeca in the Netherlands, and based on the buzz created a decision would be made whether to continue with the product into retail.

The result: a great buzz was created and Jillz was introduced into retail in March 2009.