Extending An Icon
Heineken USA
Wanting to tap into the US market demand for light beer, Heineken USA wanted to extend its internationally renowned brand without harming the original, or cannibalizing its sister brand Amstel Light.
Analyzing various ‘light’ brand strategies in packaging, a slender ‘light’ bottle shape was designed, but echoed the distinctive original both in shape and style. A contemporary vertical logo treatment added to its youthful flavor and assisted to instantly make Heineken Light a hit with its target audience.