The challenge
Heineken have come a long way in reducing waste.
But could we be doing more with what we already have?
For our 150th anniversary, we tried to take the conversation to the next level.
Heineken have come a long way in reducing waste.
But could we be doing more with what we already have?
For our 150th anniversary, we tried to take the conversation to the next level.
The insight
What if, by thinking bigger about our circular production process, we could not only ‘recycle’ but truly turn waste into treasure? The alcohol extracted during the Heineken 0.0 brewing process — typically seen as a by-product — offered the opportunity to transform waste into something desirable, turning sustainability into a tangible symbol of transformation.
What if, by thinking bigger about our circular production process, we could not only ‘recycle’ but truly turn waste into treasure? The alcohol extracted during the Heineken 0.0 brewing process — typically seen as a by-product — offered the opportunity to transform waste into something desirable, turning sustainability into a tangible symbol of transformation.
The outcome
On the occasion of Heineken's 150th anniversary, we created The Spirit of Heineken. Crafted with the finest attention to detail and designed in collaboration with Royal Delft Porcelain, its iconic bottle is both environmentally friendly and deeply rooted in Dutch tradition. A precious, minimalistic design inspired by the iconic shape of the Heineken label, embodying the journey from waste to treasure.
On the occasion of Heineken's 150th anniversary, we created The Spirit of Heineken. Crafted with the finest attention to detail and designed in collaboration with Royal Delft Porcelain, its iconic bottle is both environmentally friendly and deeply rooted in Dutch tradition. A precious, minimalistic design inspired by the iconic shape of the Heineken label, embodying the journey from waste to treasure.
The result
To spark conversations around circular production and sustainability, we produced a limited batch of 5,000 bottles and sent them to decision-makers and influencers as conversation starters. Appearing on a fashion blogger’s feed and across social media, the project got people thinking about transformation.
To spark conversations around circular production and sustainability, we produced a limited batch of 5,000 bottles and sent them to decision-makers and influencers as conversation starters. Appearing on a fashion blogger’s feed and across social media, the project got people thinking about transformation.
CREDITS
Design Bridge and Partners:
fabio milito - creative director
Giovanni Mattia Pinzani - Design Director
Emma Follett - Chief Creative Officer
Manuel De Simone - Senior Designer
Jessica Procter - Client Business Director
Erik Peters - Senior Client Manager
Kim McClure - Strategy Director
Jack McCulloch - 3D Senior Designer
Francesco Barbic - CGI Artist
Edwin van der Laag - 3D Designer
Jeroen Zwart - Senior Creative Artworker
James McAllister - Senior Artworker
Philipp Mühlebach - Regional Creative Director Europe
Design Bridge and Partners:
fabio milito - creative director
Giovanni Mattia Pinzani - Design Director
Emma Follett - Chief Creative Officer
Manuel De Simone - Senior Designer
Jessica Procter - Client Business Director
Erik Peters - Senior Client Manager
Kim McClure - Strategy Director
Jack McCulloch - 3D Senior Designer
Francesco Barbic - CGI Artist
Edwin van der Laag - 3D Designer
Jeroen Zwart - Senior Creative Artworker
James McAllister - Senior Artworker
Philipp Mühlebach - Regional Creative Director Europe
The Heineken Company:
Ramses Dingenouts - Senior Packaging & Identity Design Manager
Mark Van Iterson - Global Director Design
Willem van Waesberghe - Global HEINEKEN Master Brewer
Ramses Dingenouts - Senior Packaging & Identity Design Manager
Mark Van Iterson - Global Director Design
Willem van Waesberghe - Global HEINEKEN Master Brewer
Royal Delft:
Joffrey Walonker -Design Manager Royal Brands
Joffrey Walonker -Design Manager Royal Brands
Communications: Sunshine & Sausages
AWARDS
D&AD 2024 • Packaging Design / Promotional • WOODEN PENCIL
PENTAWARDS 2024
D&AD 2024 • Packaging Design / Promotional • WOODEN PENCIL
PENTAWARDS 2024
