Creating a powerful opportunity to stand out on shelf, the new STAR can enhances the well-known iconic Heineken design elements: the green racetrack shaped label and the red star. In a significant move to enhance the consumer’s connection with the brand, tactile details are applied on the white elements and give an additional touch. The result: ‘Sophisticated Simplicity’.
Audrey Schillings, Marketing Manager, Heineken Global Duty Free explains the strategic thinking: “Contemporary packaging design is crucial for Heineken, as one of the key communicators of the brand’s personality and as the most tangible point of contact with the consumer at the point of purchase. For every major brand it’s important to reflect subtle changes in design from time to time and we are all really excited about the additional on-shelf stand-out the new design brings to Heineken.”