Heineken Cities

One global beer, redrawn for the four blocks around the store.

Brand Heineken

Brief Heineken's annual Cities series needed to go further than landmarks. Not a city, a neighborhood, close enough that someone who lives there recognizes it.

Role Won the internal design competition that set the direction, then led the design team through research and development across every market.

Execution Eight cities, four to five neighborhoods inside each. Chinatown is not Manhattan and Wrigleyville is not Chicago, so every execution started with research into that specific place: its type, its color, its signage, what it looks like at the hour people buy beer. The system held the brand constant and let everything else move.

Outcome Roughly forty individually researched market executions, every one locally specific and globally consistent.