Although we were provided with a designated display space, the design needed to stand out from typical POP displays, which often focus heavily on copy and hero graphics rather than creating a sensory experience.

We explored materials that would naturally evoke a sense of “coldness.” Traditional printed POP displays did not effectively deliver this message. Instead, we opted for a metal frame surrounding the products, as metal not only looks cold but also feels cold to the touch.

To further reinforce the concept, we reimagined Heineken’s iconic logo and star in metal, ensuring that even the brand elements contributed to the overall cooling and refreshing theme.

The concept was very well received. The display remained true to Heineken’s strong brand identity while successfully communicating a refreshing, cooling sensation to customers during the summer season.