Heineken Design & Branding HEINEKEN STAR RISING by Vbat

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Industry Beers and Ciders
Media Design & Branding
Market Netherlands
Agency Vbat
Executive Creative Director John Comitis
Client Service Director Maarten Toussaint
Designer Giacomo Marseglia, Maarten Van Disseldorp
Released June 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Product/Service: HEINEKEN
Agency: VBAT
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: VBAT, Amsterdam, THE NETHERLANDS
Chief Creative Officer / Brand Director: Eugene Bay (VBAT)
Executive Creative Director: John Comitis (VBAT)
Senior Designer: Pieter Jelle Braaksma (VBAT)
Senior Designer: Leo van Noppen (VBAT)
Senior Designer: Graham Sturt (VBAT)
Senior Designer: Jim Taylor (VBAT)
Designer: Giacomo Marseglia (VBAT)
Designer: Maarten van Disseldorp (VBAT)
Client Service Director: Maarten Toussaint (VBAT)
Account Manager: Nienke Beerens (VBAT)
Media placement: Website - Worldwide - 01.06.2009
Media placement: Communication applications - Worldwide - 01.06.2009
Media placement: Point of sale - Worldwide - 01.06.2009
Media placement: Merchandising - Worldwide - 01.06.2009
Media placement: Packaging - Worldwide - 01.06.2009

Describe the challenges and key objectives
Over the years, the Heineken mark has grown into three different forms. A new system was needed. The new system had to be inspiring yet flexible enough to motivate, stimulate and appeal. What is unique about this design system, is that it is based on one central idea applicable to all carriers.

Describe the brief from the client
The appearance of the Heineken brand has weakened over the years, due to massive international expansion. In order to improve and upgrade the consistency of the brands appearance on all items, between thematic advertising and product packaging, an inspirational guideline needed to be developed.

Describe how you arrived at the final design
A streamlined design system was developed, based on a construct of; the red star centred above the Heineken word mark (Star Rising). The star, the most iconic element of the lockup, has become more prominent. Green is at the heart of the Heineken brand. While applying this new system we added more ‘signature green’ where it was lacking. This resulted in a consistent use of branding and colour. The overall effect was to make the Heineken brand modern and consistent globally.

Give some indication of how successful the outcome was in the market
The new Heineken identity has brought the Heineken brand to a new level of consistency across all the markets where it is present. Over the next year, all of the Heineken brand platforms and communication outlets will incorporate the new identity, making Heineken a truly global brand.