E L E S S
Heinekcn
...a refreshing
and modern message
EVOLUTIONARY STEP FOR
THE HEINEKEN LABEL
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To maintain the product's status and position as a desirable
beer, Heineken's core identity and also its design are changed
over time. Every five or six years the label's design is changed
by making minor alterations. This time, the colour silver was
added to the label and the combination of silver with the
Heineken green effectively conveys a refreshing and modern
message.
Times change quickly and we change with them. The Heineken
label, however, is timeless and safeguards the Heineken tradition.
The design of the label must be timeless, but not outdated. The
green international Heineken bottle (shape, colour and labelling)
serves as the model icon for the brand.
The body label on this bottle reflects all the values of the brand,
such as Passion for Quality. This label is the basic principle for all
brand-derived expressions like the authenticity logo (on most
glasses), the round emblems and the Heineken Star logo.
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Extensive consumer research has shown that the new Heineken
design delivers the same image of quality and integrity as the
previous design while the new graphics work better and will
create a more premium impact on-shelf.
Jelle Hess, Heineken Packaging Design Manager, explains the
importance of changing the design of the label over time:
"Most of the changes the label went through were not that
noticeable for consumers. The special element of this change
is that a new colour has been added. The combination of silver
and Heineken green is so refreshing that it is almost crispy but
without compromising on the link with tradition. It is very important
for our brand to stay in touch with young adults, but other target
groups, too, must recognise and identify with Heineken.
Heineken always was and will remain a leading reference point
not only for the premium quality of its beer, but also for the
beer's packaging presentation."
