As cool as a cool can can be
World Premiere of the new Heineken visual identity
As a sponsor of the UEFA Champions League, Heineken invited many VIPs to the Final in Rome. Before the game the VIPs were taken to see the ‘World Premiere’ of the new Heineken visual identity, held at the Chiostro del Bramante in Rome.
I was approached by Paul Pennock, founder and creative director of Oil, a renowned exhibition design agency. He asked for a few words for an urgent Heineken exhibition. “We normally get three months for a job like this,” explained Paul, “but we’ve only got a few days to design and built it and then transport it down to Rome. Are you free for the next few days?” Gulp! Yeah? Sure! No problem. Actually, they had come up with a great theme. The look and feel and tone of voice were pretty much established.
The exhibition was spread over three rooms. Each with a distinct theme: past, present, future. The idea was to show how the Heineken logo has developed over the years and how its use today has become fragmented over many regions.
The aim of the new visual identity was clear: continuity across all regions. The new Star-Heineken logo, with new glasses, merchandise and packaging, were shown on the afternoon before the match. The feedback was very positive and the exhibition was seen as a great success.