Heineken Premium Light

50% of the US Lager market is Light. Up until the launch of this product Heineken was absent from this growing Light market. Heineken's positioning has always been European, premium and imported. For this new Heineken Premium Light the same criteria had to apply. The design of the primary and secondary packaging had to be distinctively different from the world famous 'racetrack' design of the regular Heineken premium beer, while still using the same recognisable brand identifiers. It was decided to combine the brand name and the red 'star' with an uncomplicated label containing white and silver details. This way the light version got a fresh, modern and uncluttered character.