Heineken brings ‘Champion the Match’ UEFA Champions League messaging to packaging
Heineken has celebrated its sponsorship of the 2015 UEFA Champions League with a new packaging and visual identity system designed by Bulletproof.
The project, which spans primary and secondary packaging in addition to a complete visual identity system to flex across all touch points, saw Bulletproof tasked with placing Heineken at the heart of Champions League viewing rituals.
“UEFA Champions League is the ultimate stage for Football champions. We were looking to create a clean, simple and iconic design that celebrated the connection between the two famous brands,” explained Els Dijkhuizen, Heineken design manager. “We wanted system that was expressive, and iconic.”
The visual identity was required to reflect the core theme from the brand’s promotional strategy and accompanying TV creative – ‘Champion the Match’ – in which the central figure creates the perfect match-viewing scenario for him and his shipmates.
Bulletproof’s communications creative director, added: “Heineken is a notably inclusive brand that always strives to connect with its consumers and bring them closer to the experience. With this project, Heineken required the packaging and visual identity to reflect the same notion as the television commercial – to empower consumers enjoying the UEFA Champions League, helping them to make more out of the match with a call to action of ‘Champion the Match’.”
The packaging and visuals combine the two well-known brands in a celebratory way with Heineken’s red star used as a device to create a connection between both brands.
On the bottle, the Champions League trophy is given a premium look with glow and silver foil and on the can the Champions Leage starball features in the design. The secondary packaging is directly inspired by the TV campaign, set aboard a freight ship.
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Bulletproof
Bulletproof is a brand agency with studios in London, New York, Singapore, Amsterdam, Sydney, Shanghai and Melbourne. Proudly independent, we exist to vanquish mediocrity...
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