Heineken celebrated the renewal of its sponsorship of the 2015 UEFA Champions League with brand new packaging and visual identity system designed by Bulletproof. A global project combining two iconic brands which runs across primary, secondary packaging and a visual identity system to flex across all touch points.
The brief for Bulletproof was to create a design that would elevate the match viewing experience and place Heineken at the very heart of the UCL viewing ritual. The new visual identity also needed to reflect the core theme from Heineken®’s promotional strategy and accompanying television commercial, ‘Champion the Match’, where the central figure creates the perfect match-viewing scenario for him and his shipmates.
The core challenge was the careful connection of existing Heineken® and UEFA Champions League brand identities. Bulletproof communications creative director commented: “More typically on design projects you’re dealing with one central brand identity. However in this case we needed to create a strong campaign combining two hugely well known brands in a new and celebratory way across packaging and a visual identity system” .
Els Dijkhuizen, Heineken® design manager says “We were looking to create a clean, simple and iconic design that celebrated the connection between the two famous brands, Heineken® and UEFA. We wanted a system that was expressive, and iconic. The team at Bulletproof have delivered world class packaging and design for a world class event.”
