BRANDING & PRODUCT DESIGN
Recharging
an icon
DESIGN FOR HEINEKEN
THE ASSIGNMENT
From mono to multi-brand: A bold evolution
For over 150 years, Heineken has proudly been an independent, family-owned beer brewer. What began as a single-product brand has evolved into a portfolio powerhouse, featuring Original, 0.0, and Silver.
To remain relevant and grow its iconic status, Heineken set ambitious goals:
-
Strengthen iconic recognition by refining its unmistakable visual identity.
-
Rejuvenate the brand to connect with modern audiences while honouring its rich heritage.
-
Evolve from a single-product brand to a portfolio that unites diverse offerings under the Heineken umbrella.
This once-in-a-lifetime project addressed multiple facets of brand marketing, providing REGGS with the opportunity to showcase its unique creative and strategic expertise, as well as its innovative in-house 2D and 3D design skills.
HEINEKEN
ORIGINAL
HEINEKEN
0.0
HEINEKEN
SILVER
To prepare for the future, Heineken collaborated with leading creative agencies to refine and elevate its iconic branding.
The strength of Heineken’s visual identity lies in its consistency. The challenge was to simplify the design while maintaining its strong recognition. By removing the outdated banner around the wordmark, the logo was streamlined to focus on its most iconic elements: the signature green colour, the red star, and the bold Heineken wordmark. A racetrack shape, inspired by the label's form, was introduced to bring flexibility and harmony to the design system.
To reinforce Heineken's position as a portfolio under the mantra "Always a choice," each variant was given a distinct identity. This was achieved through unique visual cues for each product:
-
Original retained its iconic green.
-
0.0 adopted a bold and striking blue.
-
Silver introduced a vibrant and refreshing turquoise.
This clear colour differentiation made each product stand out while remaining unmistakably part of the Heineken family.
THE CHALLENGE
Three unique yet unified identities
HEINEKEN
0.0
HEINEKEN
SILVER
THE RESULT
Future-proof Heineken branding
REGGS took on the challenge of designing a diverse range of physical products, primarily for on-premises use, with the goal of raising the Heineken brand experience. Our team of 2D and 3D designers worked hand in hand to create products that not only reflect the unique identities of each variant but also strengthen the overall brand presence. From bar essentials such as glasses, buckets, trays, and coasters, to fridges, signage, and draught items like columns and lenses, every piece was carefully made to embody the Heineken ethos.
A true standout of this project is our innovative mirror sign design, which combines three distinct product identities into a single eye-catching piece. This design expertly mirrors the half racetrack shape, transitioning dynamically between Heineken Original, Silver, and 0.0, creating a visual harmony that celebrates the brand’s diversity while maintaining its iconic presence.
