Heineken wanted to publish their best practices internally on unlocking occasions to share with their broader team. This handbook identifies global and local occasions, so the team can better understand their consumers’ needs.

 

We pulled together their brand portfolio to pull out key design elements to create depth and a system to use throughout the book. Because the consumers are the focal point of the story, we wanted to capture those personal moments and layer the experiences with emotion and vibrancy to capture each occasion.

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Contributions

Book Design, Workshop Deck Design

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Results

Heineken has continued to move away from focusing their advertising on their brand (ex: only 3 ingredients, more behind the star) to a more consistent user-centric occasion focus that relates with their audience with marketing such as, holidays, sporting and concert events, and seasons.

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Chilled Magazine, 2018

"This 2018 season Heineken is bringing some of the world’s most popular and famous clubs to the United States allowing fans to enjoy unprecedented access to the action. And Heineken aims to elevate the game day drinking occasion every step of the way."

 

chilledmagazine.com

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