The challenge
Heineken is the world’s beer. But the world is changing.
As drinking habits shift toward lighter, more casual moments, a new generation is redefining what refreshment looks like.
The insight
For the launch of the most extra-refreshing beer in the world, we set out to create the most eye-refreshing visual identity ever developed for a mainstream global beer — deliberately disrupting category codes.
Heineken is the world’s beer. But the world is changing.
As drinking habits shift toward lighter, more casual moments, a new generation is redefining what refreshment looks like.
The insight
For the launch of the most extra-refreshing beer in the world, we set out to create the most eye-refreshing visual identity ever developed for a mainstream global beer — deliberately disrupting category codes.
The outcome
Silver is more than just a beer; it represents a new generation of lager drinkers. Inspired by the product and guided by consumer insight, the effortless vibe of Heineken Silver comes to life in a flexible visual identity that stays true to the brand while celebrating Heineken’s most iconic assets in a new, extra-refreshing way.
Silver is more than just a beer; it represents a new generation of lager drinkers. Inspired by the product and guided by consumer insight, the effortless vibe of Heineken Silver comes to life in a flexible visual identity that stays true to the brand while celebrating Heineken’s most iconic assets in a new, extra-refreshing way.
The new Silver icon, inspired by the legendary bottle label shape and encapsulating Heineken’s red star, takes on a new role with fewer rules. A bold, distinctive and ownable proxy for the brand — a window to more meaningful stories and experiences.A flexible logo system allows freedom of expression and easily adapts to any imaginable touchpoint. The pattern visually conveys a sense of extra refreshment, leveraging existing assets to create a single-minded visual language for Silver.
The result
The identity introduced a bold new visual language for Heineken’s most significant innovation in decades, helping the brand enter new drinking occasions with a distinctive, contemporary presence while remaining unmistakably Heineken.
The result
The identity introduced a bold new visual language for Heineken’s most significant innovation in decades, helping the brand enter new drinking occasions with a distinctive, contemporary presence while remaining unmistakably Heineken.
LOCLIENT: JDE PEETS
AGENCY: DESIGN BRIDGE
CREATIVE DIRECTOR: FABIO MILITO
SENIOR DESIGNER: PEDRO JARDIM
