Heineken is one the world’s largest beer and spirit manufacturers and the most international beer brand, with their beer in over 170 countries around the world. Since it started in the 1800’s as a small local brewery in Amsterdam, it has steadily grown into the global icon that is it now. This growth was due in large part to Heineken’s iconic branding and clever marketing.
For this project, they wanted to create an eye-catching POP display to emphasise their brand and communicate the feeling of coldness to customers because it was summertime.
The most challenging part of this project was to give the idea that the product was cold and refreshing even though it wasn’t in a refrigerator.
While we had a space to display the beers, we needed to make sure that the design that we created was different to other POP displays, which usually place emphasis on copy and hero graphics rather than a feeling.
We thought about materials that felt ‘cold’ and decided that regular printed POP displays didn’t communicate this message effectively. Instead, we chose to use a metal frame around the products simply because metal looked, and literally felt cold. We also took Heineken’s iconic logo and star and transformed it into metal, so that even the brand communicated the idea of cooling down in the summer.
The idea was a hit and we remained true to Heineken’s brand while effectively communicating their message to potential customers.