As part of the team, I collaborated with fellow students to participate in the D&AD New Blood 2023, working on an innovative project for Heineken titled “Beyond Labels.” My main contributions were in the ideation of the project and the creation of the packaging.
The project’s background is rooted in the observation of a rise in voices of discord within society. Heineken aimed to spark new connections that would help us reach progressive ideas, both big and small, to make a difference in terms of inclusivity. Despite many brands increasingly talking about inclusivity, it seems that nothing concrete is happening to achieve it.
Our idea was to prove that Heineken is truly inclusive. We developed a unique concept for their six-pack, which opens to a different competitor each time by including an “intruding” beer.
The goal was to create authentic connections between people, going beyond labels and differences. This message of inclusivity and openness was recognized with a Wooden Pencil at the D&AD New Blood 2023, acknowledging the innovation and impact of our project.
Through “Beyond Labels,” we aimed to strike the perfect balance between modern, friendly design and the precise intensity of Heineken’s mission, marrying the brand’s classic aesthetic with our vision of inclusivity. The packaging was designed to visually represent this union, creating a fresh aesthetic and an ode to industrial elegance.
