Heineken 150

The brief:

In celebration of Heineken's 150-year legacy, our assignment was to craft below-the-line (BTL) assets tailored for the Vietnamese market. Followed by that are promotional key visuals (KVs), distinctive visual elements, merchandise items, and more. Our task involved adhering to and leveraging the materials provided by the global brand team, incorporating patterns, and incorporating the special "Heineken 150 Years" logo. The client's preference was for a premium, clean design with visually appealing and 'on-trend' aesthetics.

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The approach:

The overarching concept for H150, as provided by the global team, revolves around the 'misspelled' names that people across different countries attribute to Heineken. The global team's pattern implementation, utilizing various fonts to infuse a sense of fun and dynamism into the designs, was evident.

To adapt this concept for the Vietnamese market, we needed to align the visual cues and design assets with the campaign idea. This ensured consistency across various marketing materials, such as banners, websites, social media channels, and brand outlets. Given Heineken's global popularity and the myriad nicknames it boasts in different countries, we decided to spotlight the Vietnamese nickname, 'Ken.' Consequently, we integrated this term prominently into the visual cues.

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Visual Cue:

In addition to introducing new patterns, we developed a collection of 'Icons of Good Times,' recreating the iconic Heineken packaging and showcasing celebratory ways to enjoy the beverage. The combination of typography patterns and icons resulted in a distinctive visual identity, rendering the Heineken brand more recognizable and contemporary.

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The introduced visual cues allow for endless adaptations, ensuring consistency, on-brand cohesiveness, and a touch of uniqueness while staying current and trendy.

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