Making green even greener

Evolution in the making

While Heineken has been in a continuous state of evolution since 1873, in 2016 the Dutch brewer decided it was time to stake an even greater claim to the colour green. The result was Green Identity. A packaging evolution designed to create

consistency across all markets and introduce authentic stories about the brand. Not a radical brand revamp but an evolutionary change.

Owning green

Heineken was one of the first global brands to embrace green glass. Our task was to find smart and subtle ways to

maximise its signature colour and create a clear and consistent link between label and logo.

The devil is in the details

We introduced no less than 14 changes to the label, chief amongst them the application of a transparent dark green banner and upping the size of the brand’s iconic red star.

Elsewhere on the bottle, we shifted text and created more space to tell the stories that reinforce hop credentials and Heineken’s family history.

Continuous dialog

The Green Identity was a necessary evolution during a time of radical innovation and expansion for the Heineken brand, introducing consistency across all of its primary, secondary

and tertiary packaging. By working closely together with Heineken’s design team, we showed that even the most profound packaging changes can be profoundly subtle.

This is an evolutionary shift with respect for the past to become ‘the greenest brand in the world’.

Cannes Marketeer of the Year
changes in the label
years of evolution

Curious to learn more?
Elseline Ploem
Brand Director
+31 (0)20 750 3000