Heineken Film, DM, Design & Branding The most refreshing bakery by TBWA\Neboko Amsterdam

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The most refreshing bakery

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Industry Beers and Ciders
Media Film, Direct marketing, Design & Branding
Market Netherlands
Agency TBWA\Neboko Amsterdam
Art Director Josua De Villiers
Copywriter Max Kurstjens
Creative Robert Slot
Production Fono
Director Bas Verwoerd
Released October 2017


ADCN Advertising Design Creativity Netherlands 2018
Design Experience Bronze

Credits & Description

Product: Bakery
Agency: Tbwa\neboko
Production Company: Fono
Concept Creator: Robert Slot, Darre Van Dijk, Erik Falke, Dennis Baars
Art Director: Josua De Villiers
Copywriter: Max Kurstjens
Designer: Sophia Strydom
Typographer: Sophie Strydom
Illustrator: Sophie Strydom
Ux Designer: Sophia Strydom
Ux Director: Sophia Strydom
Project Lead Client Side: Ana Henriques, Paul Tholen
Agency Producer: Bianca Licher
Set Design: Ivanka Kempers
Director: Bas Verwoerd
Account: Marianne Herweijer, Robert Volten, Liselot Claeys
Heineken is the leading beer brand in The Netherlands and known for its refreshing taste. But due to its strong brand focus it’s also perceived as a marketing-led brand instead of a world class brewer.
That’s why Heineken briefed us on communicating their secret and unique ingredient that gives the beer it’s refreshing taste; A-Yeast. And while it’s a critical ingredient, it also isn’t the most exciting attribute to talk about. So, our challenge was to increase Heineken’s best brewership position, without falling into just another brewer convention.
Instead of communicating about the functional qualities of this seemingly unexciting ingredient, we decided to make A-Yeast more tangible by creating the first ever Heineken bread. Together with an award-winning Master Boulanger we developed a unique bread with the refreshing qualities also found in the Heineken beer.
And any bread needs a bakery, so we over-amplified the entire experience by opening The Most Refreshing Bakery. A pop-up bakery in the center of Amsterdam selling warm, deliciously tasting Heineken breads.
We designed a memorable experience in the Bakery, due to the incredible attention to detail. Everything in the experience told a story about the refreshing qualities of the A-Yeast and reflected the care and craftsmanship that goes in to the creation of Heineken bread, and beer. Proving once more that Heineken crafts not only refreshing tastes, but also refreshing ideas.
Every part of the Bakery was designed to tell the story about the refreshing benefits of the A-yeast. We created a special Heineken stamp for the bread, as well as branded packaging and custom-made coasters. For the Bakery’s interior, we took design cues from Heineken's brewing history and translated it to a more upmarket. We mimicked the copper detailing and white tiles that can still be found in the old Heineken brewery in Amsterdam. And added modern touches, like the backlit row of green bottles found in many clubs and restaurants around the globe.
People from all corners of the Netherlands came to visit the pop-up bakery. From beer-lovers and food bloggers to local celebrities and the media. Heineken sold over 10.000 breads in just 6 days.